Best Automobile Online Ad, Best Mobile Online Ad

Online dating seemed weird at first, too -- so why do we still think it’s weird to plug your car in to charge it? The Electrify America campaign, run by the nationwide network of charging stations for electric cars, was deployed to help American consumers realize that just like Tinder and Hinge, owning an electric car is #NormalNow. This campaign used a quiz format to test consumers on their knowledge of the stereotypes surrounding electric cars, like that they’re “just glorified golf carts.” (Fact or fiction? Fiction.) The quiz didn’t just allow them to figure out the right answers, but to also have the option to learn more by clicking through to the Electrify America website. This experience, offering different ads about how email, online dating, and video games were “weird” at first too, ran alongside premium, long-form streaming video, where users had the option to interact with the Electrify America experience for 30 seconds in exchange for a lower ad load for the rest of the episode they were watching. Users were hooked -- or, shall we say, electrified. They spent an average of 54 seconds with the unit, nearly twice the 30-second requirement, and CTR among desktop users was a whopping 15.2%.

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Location: United States