COunTry: franCe, sPain, iTaly, germany, uK seCTOr: enTerTainmenT
Online and mobile prove perfect
screen couple for get smart
Deployed to boost brand metrics and key perceptions for secret agent movie Get
Smart, web and mobile advertising proved that arming a campaign with multiple
platforms dramatically increases brand impact. 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.
Key faCTs
ClienT:
Warner Bros
media agenCy:
PHD
TargeT audienCe:
13-34-year-olds
Key Channels:
MSN Mobile, MSN Entertainment,
Windows Live Messenger,
Facebook, Windows Live Hotmail,
MSN Video
The Brief
l Drive awareness of the Warner Bros film
Get Smart across Europe
l Increase key brand metrics such as favourability
and viewing intent
l Create strong word-of-mouth around the film
l Reflect the positioning of Get Smart in
different markets.
The Campaign
Microsoft Advertising developed flash banner
ads and rich media mobile advertising units to
reflect Get Smart’s mix of humour and action
for different territories across Europe. The online
campaign targeted cinema-goers across France,
Spain, Italy, Germany and the UK, with mobile
campaigns in the UK, Spain and France.
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