Interactive Works: UIP - 'Wallace & Gromit'

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.
Recall is defined as the % of Sky Digital subscribers who were able to
remember seeing the interactive ad having been shown six stills of the
creative.