When KETÓ, a school of improvisation in Lima, asked Quorum Saatchi & Saatchi Peru to promote its course, it was probably expecting an ad.
It got something much more effective. An exam.
The agency created a final exam in which students had to create a pre-roll video on YouTube. Of course, it was the ultimate test of their improvisation skills. No prep, no topic…and the most difficult audience, YouTube viewers.
The students were judged on their ability to capture the audience and whether their clip was watched or ‘skipped’. If their improv was entertaining and the audience did not press ‘skip ad’, they passed the exam and graduated.
The idea also captured an audience of potential new students, the YouTube “examiners”. Viewers who watched the whole video without skipping were offered a 10% discount to enrol in an improvisation course at the school. The results achieved Keto are shown in the video:
