Background

Case Study
RIO 2 Takeover
Background
The Rio macaws are back in an animated sequel: Rio 2. We find ourselves on the
outskirts of Rio de Janeiro, where Blu, Jewel and their three children are leading a
perfect domesticated life in this magical city.
When Jewel decides that their children have to learn to live like real birds, she insists that the family
venture out on a trip to the Amazon. While Blu tries to fit in with his new neighbors, he becomes
concerned about the possibility of losing Jewel and the children to the call of the wild.
Case Setup
Challenges
With the arrival of the sequel in cinemas, Vocento was seeking to excite and captivate the attention of
its audience to ensure that this 3D animated film stood out over other season premieres and that Rio 2
would become a topic of conversation among the online community, particularly by capitalizing on the
buzz created by the traditional media.
The campaign objectives were to:
Connect with the public.
Ensure knowledge of the film and its new 3D format would go viral.
Encourage ticket sales for the premiere.
MAKING DISPLAY ADVERTISING SIMPLE, RELEVANT, REWARDING
1
Case Study
RIO 2 Takeover
Vocento is a multimedia communications group for the general press in Spain. Its largest newspaper, ABC, was first published
in 1903. ABC.es, is a leading online newspaper in Spain offering news in Spanish on national and international current affairs.
Vocento publishes the following regional newspapers: El Correo, El Diario Vasco, El Diario Montañés, La Verdad, Ideal, Diario
Hoy, Diario Sur, La Rioja, El Norte de Castilla, El Comercio, Las Provincias and La Voz de Cádiz as well as supplements and
magazines.
Solution
In the digital age, online media agencies seek solutions for their clients that increase user interaction
with the advertising message. For this campaign, Vocento collaborated with Adform’s creative team,
who designed an exclusive creative piece for all of its online newspapers and supplements, which was
easy to adapt and integrate into its web pages while also captivating and persuading the target
audience.
Rich Media offers endless possibilities when creating online advertising campaigns and it surprises
users more every day with all kinds of eye-catching elements. For this campaign, the Amazon jungle,
which is the setting for Rio 2, served as inspiration for "painting on canvas"; the white waters of the
Amazon flood the homepage and invite the user to dive into the heart of the jungle with the friendly
blue macaws.
Simply by dragging the mouse over the 980 × 90 banner, the homepage is flooded and the trailer for
the film can be viewed. The speed of the background can be controlled with the mouse, due to a
dynamic effect called Parallax. This effect simulates the film's 3D experience, which makes the ad a
highly interactive piece compared to more standard and static banners.
To see the campaign in our Creative Space, click here.
1
MAKING DISPLAY ADVERTISING SIMPLE, RELEVANT, REWARDING
2
Case Study
RIO 2 Takeover
2
3
MAKING DISPLAY ADVERTISING SIMPLE, RELEVANT, REWARDING
3
Case Study
RIO 2 Takeover
Results
Below are the most significant results from the campaign based on ABC.es as the Vocento group's
leading online newspaper and because of its nationwide scope.
CTR
The CTR was 157% higher than the average for other Rich Media campaigns
RIO2
Avg.
Rich Media
Q4
0.59%
0.23%
Finished Video
Of users who played the video, 54% finished watching it
74.25%
25%
63.07%
50%
57.48%
53.87%
75%
100%
MAKING DISPLAY ADVERTISING SIMPLE, RELEVANT, REWARDING
4
Case Study
RIO 2 Takeover
Conclusion
Rich Media enabled integration of the strengths of all media to create maximum deployment for
the film. Adform's custom design meant Vocento's main objectives were achieved, including
opportunities for easily integrating a creative piece into all websites.
User curiosity was also roused with the mouse-tracking features, which made the piece fun and
interactive, thereby creating a higher profile for the film's premiere and 3D format. The online
campaign results indicate that users interacted with the creative piece: more than 50% of those
who viewed the video watched it to the end. Moreover, the click through rate (CTR) was 157%
better than for other Rich Media campaigns displayed in Adform.
Vocento has once again shown how creative solutions with special effects provide the best
results for its clients. That is how Vocento ensures that customer expectations are met and, at
the same time, that users want to go back to the online media to have new and unique
experiences with brands.
MAKING DISPLAY ADVERTISING SIMPLE, RELEVANT, REWARDING
5