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Client: Walt Disney Home Studios Entertainment
Creative Firm: Deadline Advertising - Los Angeles, CA, USA
Creative Team: Eric Kahn - Creative Director; Matthew Hockman - Producer
WALL-E was the number one animated film of the year, and to market the home entertainment release of the movie, Disney/Pixar enlisted Deadline Advertising in Los Angeles to make their big hit even bigger. Says Deadline: "A few things were certain: Amazon.com would build a boutique site dedicated to all WALL-E home entertainment products, and of course the ad running on that page had to knock your socks off."
Deadline created the first-ever takeover banner on the site, featuring fun and interactive animations of the characters WALL-E and M-O, to drive attention to the Amazon.com WALL-E store. Deadline and Amazon.com technical teams worked hand in hand, forgoing the need for any third parties. "The execution had to be something WALL-E fans would notice, get excited about and share with their friends, thus becoming viral and facilitating additional site traffic," the agency says. The little robot that could delivered: The takeover ad garnered interaction rates which were above and beyond all expectations, with average click-through rates of over 38% and a further interaction rate of 84%.
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