Magazine article Marketing

Interactive Works: UIP - 'Wallace & Gromit'

Magazine article Marketing

Interactive Works: UIP - 'Wallace & Gromit'

Article excerpt

It has been said that the creative discipline of interactive TV (iTV) is at about the same stage the internet was 10 years ago. I agree with that, as far as the technology goes, but it should not have an impact on the work's strength.

Just because a technology is in its infancy,that is no excuse for poor ideas and clunky executions. iTV's strength lies in its intimate and immediate connection and its ability to create a seamless, integrated experience for the viewer. Which is the main reason why I struggle to understand why so many examples of it completely miss that point.

My God, some of these 'experiences' are dull, and what's more disappointing is that the TV ads they launch from aren't, so it isn't as though they had to integrate with a bad idea. Fortunately, though, there are some great pieces of work that do use the technology well and create an extended experience.

One such example is Wallace & Gromit - The Curse of the Were-Rabbit.

The film is fantastic, and you could argue that it would be impossible to screw this one up, but the thing I like most about this iTV ad is that it extends the idea, feeling and sheer entertainment of Wallace & Gromit beyond the TV ad and gives the viewer some great content that isn't another trailer, such as a decent little game.

OK, the game is hardly Halo 2, but it is funny, relevant and engaging.

What more could you hope for? The execution is pretty spot-on, too; the design is totally integrated into the Wallace & Gromit world, the choice of 'Cracking contraptions' videos excellent and the game totally playable.

Almost as tasty as a nice bit of Wensleydale, eh Gromit?

INTERACTIVE WORKS - THE MONTHLY ANALYSIS OF INTERACTIVE AD RECALL

Ads screened October 2005

    Brand                     Creative agency/Interactive
                              agency/Media agency                      %
1   Citroen C3                Euro RSCG/PPC/OMD UK                    37
2   Disneyland Paris          Leo Burnett/Press Red/Carat             34
3=  Walt Disney               Leo Burnett/ARC/Carat                   32
    Parks & Resorts
3=  Toyota Corolla Verso      Saatchi & Saatchi/Miller Bainbridge/    32
                              ZenithOptimedia
3=  Gillette Mach 3           Abbott Mead Vickers BBDO/Zip TV/        32
                              MindShare
6   COI-Territorial Army      Publicis/Carat                          31
7   COI-Child Trust Fund      M&C Saatchi/Ape/Carat                   30
8   Yellow Pages              Abbott Mead Vickers BBDO/PHD            29
9   Wallace & Gromit (movie)  Picture Production Company/             28
                              Weapon 7/ZenithOptimedia
10  Nicorette                 Abbott Mead Vickers BBDO/MindShare      27
11  Abbey                     WCRS/The Grand Union/MindShare          25
12  Tesco                     Lowe/Weapon 7/Initiative                24
13  Computeach International  Sound and Picture House/Sky/            21
                              MediaVest Manchester
14  IKEA                      Grey London/BBC/MediaCom                20
15  COI-Student Finance       Delaney Lund Knox Warren/Dialogue
                              DLKW/Carat                              14

Source: Interactive Works research was conducted from 18-22 November
2005 by Continental Research/TNS Omnimas face to face in home
computer-assisted interviews, nationally and regionally among
approximately 2000 adults and 600 adults in homes with Sky Digital. … 
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