Hacking an Emerging Ad Format
Studies show that upwards of 25% of podcast listeners increase playback speed in order to consume more information faster. We thought it’d be interesting to speak directly to these well-informed super listeners on behalf or our financial client BNY Mellon, the bank that “Considers Everything.” So we created the first slowed-down podcast ad.
Here’s the ad in context
And a case study on how we did it
AdWeek Media Plan of the Year - Best Use of Voice
Clios - Bronze - Audio - Streaming/Downloadable Content
One Show - Merit - Radio & Audio - Streaming Audio Advertising
One Show - Shortlist - Creative Use of Data - Targeting
One Show - Shortlist - Radio & Audio - Innovation
Webby Awards - Honoree - Advertising, Media & PR - Online Guerilla & Innovation
Shorty Awards - Gold - Creative Use of Technology
Shorty Awards - Winner - Business To Business
NY Festivals - Bronze - Audio/Radio - Best Use - Best Use of Medium
NY Festivals - Bronze - Audio/Radio - Best use - Streaming
NY Festivals - Bronze - Avant-Garde / Innovative - Audience Connection
Awards / Recognition
NY Festivals - Bronze - Audio/Radio - Best use - Streaming
NY Festivals - Bronze - Avant-Garde / Innovative - Audience Connection Video Gerety Awards - BRONZE - Media Cut
The Drum Awards Marketing - Highly Commended - Digital
The Drum Awards Marketing - Highly Commended - Finance & Professional Services
The Drum Awards Digital - WINNER - Best Use of Audio
Global ACE Awards - WINNER - Broadcast Advertising - Radio Global ACE Awards - WINNER - Digital/Technology Powered Experiences
FCS Portfolio Awards - GOLD - Audio Advertising
Campaign Big Awards US - FINALIST - Media Excellence - Best Use of Sound
Role: Creative Director & Writer / Agency: Havas NY / GCD: Jay Hunt: / ACD: Matt DeCoste / CCO: Dan Lucey / ECD: Izzy Garber / President & CSO: Tim Maleeny / ACD: Jess Davis / Audio Production: Sound Lounge / Audio Engineer: Rob DiFondi / Video Production: Studio 6 /