Here’s a new YouTube strategy: frame your product as uber-exclusive, buy 15 second ads, show each ad to targets only once, and limit availability of the products exclusively to those who click during the 15 seconds.

Could it work? Yoox is giving it a go.

Yoox could be mine

Yoox—an Italian fashion house that retails exclusively on the web—is going for an ultimate online urgency driver. They are running dynamically generated 15 second pre-roll ads on YouTube. Each member of their audience gets to see each ad only once. What’s more, the ads are the only way to get links to specific products.

The ads frame ‘the World's Most Exclusive Collection’ as an endangered species, that can only be saved by a click, right now.

Someone like Yoox

If the strategy works, the internet could be less cluttered. But will Yoox actually see commercial benefit? They’ll have to get attention and convince in a few seconds and without the benefit of repeat exposure.

Of course, it remains to be seen whether they really intend to abide by their own rules of limited access and no repetition. Forbes reports that the ads are running in Italy, Japan, South Korea and the US. It’ll be interesting to see if it catches on.

Yoox have form in quirky fashion promotions, having made an AR app that let people virtually try on clothes and accessories. Do you reckon these campaigns are likely to be successful in themselves, or are they more smart PR to get us talking about it?

Copy Transmission is a Melbourne-based agency :: Better Brands. Loud & Clear.