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Pixels the Movie
Mobile Ad Campaign

Objective

Utilise the power of mobile to educate and excite the young people (and even those not so young) on the upcoming ‘invasion’ of the Pixels movie in Australia.

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Solution

As click through rates 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 engage 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 that both parents and children could enjoy.

Around the release date of Pixels, we booked mobile homepage takeovers on ninemsn and 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 engaging with the ad. Average time spent interacting with the ad was over one minute which is 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.

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