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Mobile and online prove perfect screen couple for Get Smart launch

Mobile and online prove perfect screen couple for Get Smart launch

By Microsoft AdCenter. 

Introduction

Combining mobile advertising with an online campaign proved a masterstroke for Warner Bros’ launch of its secret agent comedy, Get Smart. Viewing intent rose by a spectacular 49.9 percentage points amongst those exposed to the online campaign who also recalled seeing Get Smart ads on their phones.

Campaign objectives

-Drive awareness of the Warner Bros film Get Smart
-Increase key brand metrics such as favourability and viewing intent
-Deliver new insights into how online and mobile campaigns can work together
-Assess the effectiveness of mobile and online for film launches.
 
Creative solution

A line-up of online banner ads was assembled to target cinema-goers in France, Spain, Italy, Germany and the UK, with creative adapted to fit the positioning of the movie in each territory. In the UK, Spain and France, the online campaign was teamed with rich media mobile advertising units.
 
Results

Spectacular increases in key brand metrics were recorded amongst those exposed to the online campaign who also recalled seeing Get Smart ads on their mobiles:

-Online ad awareness up 54.2 percentage point
-Viewing intent up 49.9 percentage point
-Brand favourability up 46.3 percentage points
-Aided brand awareness up 42.2 percentage points.
 
Frequency of exposure was a key driver of increases in brand metrics

The online campaign exhibited strong cut-through amongst families, with big rises in key metrics amongst 13-24-year-olds and 35-44-year-olds

Recommendation intent increased by over 15 percentage points amongst those exposed to the mobile campaign in Spain and the UK.

 

AJR
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