Showing Movies in Floating Ads on the MSN Home Page

Case Study, 11/10/06
Introduction
Realization of good quality movies like films or TV commercials for online ads makes a strong impact on users. Twentieth Century Fox Japan had been looking for an alternative technology in order to demonstrate colorful motion pictures and a 3DCG appearance of the film Robots. In the past there have been no other methods than animation such as Flash to show movies.
 
Objectives
    • Publicize the motion picture Robots.
    • Demonstrate the colorful and powerful full 3DCG motion picture online.
 
Creative Execution
MSN MOF movie was the answer to Fox Japan’s quest. By mousing over the banner on the MSN Home Page, the 645 x 250 pixels floating ad is displayed. In the campaign, a story banner on the MSN Home Page was created to utilize the special feature of BB MOF. The banner carried information on the premiere of the film Robots. The “Touch Here” icon attracted the attention of users and led them to a mouse-over. Then, a floating ad appeared and a campaign message was presented in a large space. Following this, a movie trailer was played. BB MOF presented the dynamic, full 3DCG animation and initiated fresh feelings and substantial interest in the movie picture.
 
Results
    • 64.6 percent of users viewing MOF showed interest in Robots.
    • 27 percent of viewers expanded the banner. Over half of users recognized the ads including users who viewed the banner but did not expand it.
    • 40.3 percent who viewed the movie trailer perceived “It was something fresh.”