INNOVATION
AD-TECH (2025)
How we hijacked cars on YouTube - JAECOO
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1m:24s
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| Title: | How we hijacked cars on YouTube |
|---|---|
| Brand: | JAECOO |
| Product: | JAECOO J7 |
| Agency Name or Internal: | Clockwork |
| Production Company: | Clockwork |
| Brand Representative/Marketing Director: | Shannon Gahagan |
| Agency: | Clockwork |
| CCO: | Jacques Shalom |
| Copywriter: | Jacques Shalom, Jared Milne |
| Creative Director: | Jared Mine, Alexis Sirakis, Marc De La Querra |
| Art Director: | Skye Hendey |
| Director: | Sean Gaisford |
| Business Unit Director: | Dustin Carr,Edna Brunido,Thabo Maleba,Tanna Frankish,Nic Carreira |
| Production House: | Clockwork |
| Media Agency Partner: | Mobiclicks |
| Executive Summary: | JAECOO J7 LAUNCH HOW WE HIJACKED CARS ON YOUTUBE FLIPPING THE SCRIPT ON SUV LAUNCHES Launching a new SUV brand like JAECOO in South Africa’s most crowded car category demanded a disruptive approach. Rather than building awareness through conventional media placements, we flipped the script, turning competitor interest into our own advantage. We used an AI-driven contextual targeting tool to identify YouTube users actively researching competitor SUVs. Instead of buying broad reach, we bought moments—strategically placing JAECOO content within competitor search journeys. This allowed us to hijack attention and insert the JAECOO J7 into key decision points without traditional media waste. Impact We used an AI-driven contextual targeting tool to: Reimagine YouTube not just as a media channel, but as a real-time decision engine. Turned a conventional platform into a conversion tool—using media planning as our creative weapon. RESULTS 450,000+ impressions to highly targeted, high-intent viewers 66% video completion rate — beating industry norms 453 test drives directly driven by the campaign R153 Cost per Test Drive — JAECOO’s most efficient to date |
