Kaplan had previously never done any YouTube advertising and wanted to create ads that belonged to them and could capture their audience. The ads were to be brand focused and concentrate on a drive to attract people towards accountancy who may not have thought of it as an option. The ads were to be released during the height of results season. Meaning people will be at their deciding phase. With this in mind, we decide to add in a comedic twist. After a few creative sessions, we landed on a “natural accountant” idea.
Bringing together a brand who had not really ventured into advertising with scriptwriting, scenario placement and casting was a fun task and challenge to have and achieve. The research team gave us a clear direction in the age group and interests. We focused the creatives on the season. Hence why they all have a summer feel. We created a Christmas video as well for the festive period.
The ad was purely to perk interest.