Hungry Jack’s and Universal Pictures launch vertical video Snapchat campaign in Australia

Today, GroupM clients Hungry Jack’s (Maxus) and Universal Pictures (Mediacom) will launch the first ever standalone 3V ad campaign in Australia, showing commitment to innovation, mobile and creative brand storytelling.

Snapchat 3V ads are vertical videos, viewed by choice that allow brands to reach the Snapchat audience at scale. They are up to 10-second, 100% full-screen video ads that play with sound and are integrated into the flow of Snapchat content in Live (curated compilations of user-submitted Snaps) and Discover (curated editions of stories by top publishers).

Taking advantage of the rise of mobile video viewing and the natural way that smartphone users consume mobile content – vertically, Hungry Jack’s and Universal Pictures have reflected the need to deliver experiences tailored to mobile users.

Snapchatters spend on average 25 to 30 minutes every day in the app – posting stories, communicating with their friends and learning about the world. And both Maxus and Mediacom wanted to harness this time spent for their clients.

Says Venessa Hunt, head of mobile for GroupM: “By the very nature of Snapchat’s vertical video format, our focus is on the full opportunity for the ad to be seen – and with sound. We are shifting very quickly to a vertical world, especially with millennials who don’t know a life before vertical screens. Finding advertising solutions that not only reach the right audience, but speak to their consumption behaviour is imperative.”

Says Suzanne Stretton-Brown, marketing director, Universal Pictures: “It’s fantastic that Snapchat’s 3V video launch in Australia coincides with our blockbuster film release ‘Warcraft’. We know Snapchat is a key platform for us to reach the millennial audience, and Universal Pictures is delighted to be one of first advertisers to take advantage of this here in Australia.”

Says Luke Paven, marketing manager from Hungry Jack’s Australia: “Video is an integral part of the advertising mix for Hungry Jacks, and we are excited to have an advantage with marketing in a mobile world. We knew we could have some fun with the Fiery Chicken Fries creative and Snapchat offers a great opportunity reach millennials in a medium they use and love.”

The 3V ads will launch within Live Stories today.

Client: Hungry Jack’s Australia