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Pixels the Movie
Mobile Ad Campaign

Objective

Utilise the power of mobile, to educate and excite the young, and not so young on the upcoming ‘invasion’ of Pixels movie in Australia – In doing so creating a fun perception and desire to view the “Pixels” movie, especially over opening weekend.

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Solution

As CTR’s of digital ads are falling, we needed to find a creative and interactive way to engage users on mobile… In line with the overall campaign strategy of ‘Pixels invade Australia’, we focused on behaviours unique to Mobile to craft an effective, unique and interactive ad unit that would excite, engage and in doing so educate viewers.

We know that users ‘consume’ ads with more than their eyes, so we utilised the power of action to interact with consumers.

Creatively we took over the homepage, blocking the content with a unique, semi-transparent layer of translucent blue pixels. Before the user could read on, they had to clear the pixels by shaking or tapping their phone. Adding this very tactile gamification element gave the viewer a chance to engage in a way both the parents and children enjoyed.

Around the release date of “Pixels” we booked mobile homepage takeovers on ninemsn & The Fix, who’s mobile reach covers almost 50% of the AU population, with over 175k daily UBs, and literally invaded Australia pixel by pixel.

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Results

The campaign engagement was 1,368% higher than industry average, with over 53% of consumers engaged with the ad…

and time spent interacting with the ad was over 1 minute… 128% higher than industry average.

The campaign, focusing on the unique benefits of mobile, enabled Pixels to connect, engage, and provide a unique and fun brand experience for consumers.

When was the last time almost 1/3 of your target engaged with your ad for over 1 minute?

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