By Microsoft adCenter
For the launch of Ratatouille — an animated comedy about food-lover Remy the rat and his adventures in a Parisian kitchen — Walt Disney Studios Motion Pictures wanted to give the audience a real flavour of the movie. To offer a cinematic experience online, it placed pre-roll video ads on MSN. The video ads gave viewers a taste for the movie’s vibrant characters and comical story, while colourful banner ads linked them to official Disney content.
To support the October 2007 launch of Ratatouille, Disney and their media agency Carat worked with Microsoft Advertising to create an animated campaign, using Microsoft video and entertainment assets. Ads were placed across MSN Video, MSN Entertainment and MSN Today. Pre-roll video ads were at the heart of the campaign. Users who viewed video clips on the site were treated to a 20-second trailer for Ratatouille. The short, funny video left a lasting impression on viewers, introducing some of the movie’s larger-than-life characters.
Banner ads worked alongside the video ads to create excitement about the movie. The banners drove users to Ratatouille content on the official Disney site, where they could interact with downloadable content and games based on the movie. In addition, Disney sponsored a page within the MSN Video channel, targeted to the campaign’s key audience of women with children. The page ran the Ratatouille pre-roll and banner ads, and presented exciting Disney content.
The campaign generated more than five million impressions, raising awareness about Ratatouille and encouraging people to see the movie. Research by MetrixLab shows:
- Exposure to the campaign increased online ad awareness for Ratatouille by 21 percentage points. This was driven by outstanding results from the video ads (+30 percentage points) as well as a significant increase from the banner ads (+18 percentage points)
- 84% of women with children who saw the video ad said they were likely to watch the movie
- Exposure to the video ad increased agreement that “Disney are at the forefront of animated cinema movie creation” by 9 percentage points
- 90% of women with children who saw the video ad thought the movie “contains high quality animation”, and 88% thought it “looks like fun for all the family”
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