Mobile creative sessions with the IAB Netherlands

Around this time of year we see endless compilation lists, ‘Best of’, ‘Top 10 ads of the year’, ‘Most effective’ and so on. Great creativity is at the heart of what keeps our industry going. And reviewing what makes a great ad is pretty much a universal pastime. As part of the IAB Netherlands Mobile Creative Sessions, Blis’ Head of Sales in The Netherlands, Lucas Noordhoorn, interviews Creative Directors Ashwin Murli, Mark Schoones and Guy Lokhoff. 

In the first episode, which you can watch here, the group dissect campaigns from Albert Heijn, KPN/Netflix and IKEA and discuss the impact of short format video on brand consideration. 

If your Dutch isn’t quite up to scratch we’ve pulled out some of the key insights below. Watch the campaigns and let us know if you agree or disagree with their reviews. 

  • For the Albert Heijn collectible cards, the group thought the campaign hit the nail on the head in terms of using the best medium for attracting the right audience. It was fun, engaging and snappy and TikTok was the perfect platform for driving brand awareness. However, they did feel that it might be difficult to measure actual conversion and performance. Watch the campaign here
  • The KPN/Netflix collaboration, on the other hand, felt less aligned to the KPN brand. While the idea and execution were perfect, the group felt that the tone of the two brands didn’t quite gel. But, they did consider that if this work was the first issue as part of a legacy campaign to become THE streaming telco provider, it had potential to work. Watch the campaign here
  • IKEA is synonymous with practicality and this app, which uses Augmented Reality technology, allowing consumers to place furniture in their homes felt like a great brand extension. Our reviewers found that it was a great tool and matched IKEA’s brand values.
    Watch the campaign

When discussing whether a 15 second video was long enough to impact consideration the group were unanimous in their response. They all felt that it is a sufficient amount of time to build emotion, trigger something within the viewer and persuade them to take action.

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