Mitre 10 celebrates 50 years with new Ad on Pause

Mitre 10 New Zealand and FCB Media has created a YouTube Ad on Pause in honour of the hardware store’s 50th birthday campaign last month.

Ads on Pause is an initiative launched by YouTube back in April, where an ad will play when a viewer pauses the video they’re watching. The video shrinks to make space for the advert.

To celebrate the milestone birthday, Mitre 10 had a huge cash prize pool to share with its customers. FCB Media’s job was to make the campaign and giveaway unmissable and as easy as possible to enter.

“One of our goals to make Mitre 10’s 50th birthday memorable and impactful was to try something new and innovative in the digital advertising space. The opportunity to partner with Google to launch YouTube Ad On Pause in Australia and New Zealand fit that brief,” says FCB Media’s Head of Digital Planning, Agatha Zeimianska.

A new way to engage

With over 2 million Kiwis streaming YouTube on TV, the on Pause format offers a new way to drive engagement. The ad takes over the entire CTV screen when viewers pause their content, with the aim of providing a call to action for audiences.

“It’s great that after 40+ years of partnership, FCB continues to bring innovative media thinking to the table to help us find new ways to connect with our customers,” says Mitre 10’s Chief Marketing Officer, Jules Lloyd-Jones.

“We jumped at the opportunity to be first to market with Ad On Pause, thanks to FCB’s close relationship with Google.”

Of the campaign, John Waltmann, Retail Industry Manager at Google, says, “FCB’s move to try new things on YouTube with Mitre 10’s campaign shows what a test-and-learn approach can do. This collab is a perfect example of how being open to fresh ideas can really boost your brand and set you up for winning in the long run.”

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