CASE STUDY: Wallace and Gromit - Red Button
Provided by Thinkbox
Wallace & Gromit get cracking on interactivity. TV offers viewers the chance to access exclusive content via the red button.
What was the Challenge / Background of the Campaign?
Wallace & Gromit were about to get their first cinema outing and the distributor UIP wanted to make sure it was a cracking success. The aim was to make 'The Curse of the Were-Rabbit' the must-watch film for kids during the Autumn half term by getting them talking about the Aardman animation.
The goal was to be the number 1 film over the opening weekend and blow away other rivals.
What was the Campaign Objective?
To make the movie the must-see film for the Autumn half-term for kids of all ages. Also to build a buzz around Britain's most famous clay characters by bringing them to life.
What was the Solution?
The solution was to create a plasticine paradise for Wallace & Gromit behind the interactive red button. A three-page dedicated advertiser location went live two weeks prior to the release of the film offering lots of extra content - including ahorts such as Wallace & Gromits Cracking Contraptions. Ads promoting the film and offering access to the DAL ran across all channels, dayparts and programme genres. Campaign also lve advertainment on ITV1 during X Factor.
What were the Results?
The campaign was a success, helping to exceed acquisition targets by more than 15%. Consumer research showed that TV had helped convey the value families with kids flocked to see the movie.
What were the Key Learnings of this Campaign?
Post campaign analysis by Continental Research revealed that interactive TV had played a key part with 4.1m Sky Digital subscribers aware of the interactive campaign and nearly 380,000 of them pressing red. Half of these came via the TV advertising with the other half coming via Sky Active. 6,00 competition entries and 1,000 responses to the live TV ad on ITV.