O2 Promo, Case study INTERACTIVE 3D CINEMA by ZenithOptimedia London

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Industry Telecommunications Services
Media Promo & PR, Case study
Market United Kingdom
Agency ZenithOptimedia London
Released July 2009

Credits & Description

Category: Best Use of Cinema
Advertiser: TELEFÓNICA O2 UK
Product/Service: O2 FAMILY
Date of First Appearance: Jul 2 2009 12:00AM
Communications Planning Director: Hamid Habib (ZenithOptimedia)
Planning Director: Hannah Lury (ZenithOptimedia)
Planning Manager: Nicola Davey (ZenithOptimedia)
Strategic Partnership Director: Bruce McGowan (ZenithOptimedia)
Enterprise Director: Dominic Berger (Tangibal)
Enterprise Director: Mike Hope-Milne (Pearl & Dean)
Account Director: Matt Rantell (VCCP)
: Marco Miscioscia (iO Agency)
Account Director: Richard Templeman (Agency Republic)
Media placement: advertisement and game - Selected Cineworld Cinemas - 02/07/2009
Media placement: advertisement and game - Selected Vue Cinemas - 02/07/2009
Media placement: Online advertising - www.myvue.com - 02/07/2009
Media placement: Online advertising - www.cineworld.co.uk - 02/07/2009

Results and Effectiveness

The game ran in 20 flagship cinemas in Ice Age, Toy Story, Up and G-Force delivering 700,000 family gamers. Research showed 76% liked/loved the game. WOM was strong with families telling us they would inform 2,450,000 friends about their experience. Nearly twice as many said they would be likely to switch to O2 versus control (58% vs. 33%). The key metric for success “O2 helps families stay better connected” grew to 80% vs. 42% previously. The increase in consideration among the family segment contributed to a stretch in O2’s overall lead amongst its competitors from 3 to 9 points.

Creative Execution
The game was placed before the big 3D blockbusters of 2009 and ran within the movie trailers, away from commercial advertising – something that no UK advertiser had done before. It started with the captain announcing that the ‘splorg’ shaft had come off The Starship O2. He asked the audience to help him navigate the ship out of an asteroid field by waving their hands to the left or to the right as asteroids flew out of the cinema screen towards their heads in 3D. We worked with multiple agencies and games designers across Europe to create the game. Infrared sensors in the ceiling calibrated to the audience’s movements whether there was one person or one hundred people in the auditorium making every game experience different. Families were prepped for their involvement by foyer takeovers featuring interactive floor media games projected from the ceiling.

Insights, Strategy & the Idea
O2 (Telefonica) are known for innovative communications which deliver unique experiences for their customers. Until now the focus was on young professionals, students and early adopters. O2 had never activity targeted families before, hence only 42% agreed: ‘O2 helps families stay better connected’. The challenge was to bring to life O2’s brand promise “We’re better, connected” in a way which would engage families. There were two key insights: Technology is primarily an enabler of family fun and quality time. Secondly, engaging the whole family together will drive a lasting connection and critically encourage WOM. We identified cinema as a key moment in which to engage this group. However this wasn’t about delivering bums on seats, reappraisal would have to come via a fantastic brand experience so we develop the first ever 3D interactive game (a world first!) to run before the big 3D movie releases of 2009.