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COUNTRY: FRANCE, SPAIN, ITALY, GERMANY, UK Sector: ENTERTAINMENTOnline and mobile prove perfectscreen couple for Get SmartDeployed to boost brand metrics and key perceptions for secret agent movie GetSmart, web and mobile advertising proved that arming a campaign with multipleplatforms dramatically increases brand impact. Viewing intent rose by a spectacular49.9 percentage points amongst those exposed to the online campaign who alsorecalled seeing Get Smart ads on their phones.Key factsClient:Warner Brosmedia agency:PHDtarget audience:13-34-year-oldskey channels:MSN Mobile, MSN Entertainment,Windows Live Messenger,Facebook, Windows Live Hotmail,MSN VideoThe Briefl Drive awareness of the Warner Bros filmGet Smart across Europel Increase key brand metrics such as favourabilityand viewing intentl Create strong word-of-mouth around the filml Reflect the positioning of Get Smart indifferent markets.The CampaignMicrosoft Advertising developed flash bannerads and rich media mobile advertising units toreflect Get Smart’s mix of humour and actionfor different territories across Europe. The onlinecampaign targeted cinema-goers across France,Spain, Italy, Germany and the UK, with mobilecampaigns in the UK, Spain and France.
The ResultsMultiple platforms deliver maximum impactAmongst those exposed to the online campaignwho also recalled seeing Get Smarts ads onmobiles, the campaign delivered spectacularrises in key brand metrics:● Online ad awareness up 54.2 percentage points● Viewing intent up 49.9 percentage points● Brand favourability up 46.3 percentage points● Aided brand awareness up 42.2 percentagepointsFrequency mattersRepeated exposures to the campaign deliveredincreased ROI. Amongst those exposed six timesor more:● Aided brand awareness up 31 percentagepoints (3 percentage points for those exposedonce only)● Viewing intent up 18.2 percentage points (2.3percentage points for those exposed once only)Mobile: the conversation starterThe mobile campaign delivered strong resultsacross all key brand metrics, with potential fordriving word of mouth:● Mobile awareness up 23.4 percentage points● Aided brand awareness up 17.9 percentagepoints● Viewing interest up 8.8 percentage points● Recommendation intent for UK and Spain upby over 15 percentage points
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You dream it. We deliver it.Welcome
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COUNTRY: DENMARK Sector: AUTOMOTIVE
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