Background

Case Study - Brand Solutions
Mortadelo and Filemon: Mission Implausible
Background
Warner Bros. desired a creative solution that would jump out at people during
online media promotions for the cinema release of “Mortadelo and Filemon
(a.k.a. Mort and Phil): Mission Implausible”.
Setup
Challenges
The piece needed to convey the slapstick comedy found in silent film and animation while surprising
people and extending their interactions with the creative piece. It also needed to generate buzz around
the film’s premiere through distinctive actions.
Solution
The client loved the solution, which was designed especially for their website using Adform’s mock-up
service. It consisted of a 980x90 pixels leaderboard banner featuring Rich Media technology and
floating components that were activated by users’ interactions with the banner. Through this banner,
which invited users to play the movie’s trailer, and a customized background, the funny, inept super
agents Mortadelo and Filemon dominated the ABC.es homepage and other websites within the
Vocento network.
When a user demonstrated interest in the advert, a helicopter appeared on the webpage with explosive
effects that animated the customized background, bringing Mortadelo and Filemon to life and
recreating the film trailer within the context and characteristic visual elements of the film.
To see this creative solution in action, visit our Creative Space or click here.
MAKING DISPLAY ADVERTISING SIMPLE, RELEVANT, REWARDING
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Case Study - Brand Solutions
Mortadelo and Filemon: Mission Implausible
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MAKING DISPLAY ADVERTISING SIMPLE, RELEVANT, REWARDING
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Case Study - Brand Solutions
Mortadelo and Filemon: Mission Implausible
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MAKING DISPLAY ADVERTISING SIMPLE, RELEVANT, REWARDING
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Case Study - Brand Solutions
Mortadelo and Filemon: Mission Implausible
Results
CTR
This solution led to a 591% higher click-through rate (CTR) than that of the Rich Media campaigns
analyzed in our last Rich Media report.
Rich Media
Banners (*)
Mortadelo and Filemon
Exclusive Takeover
Entertainment
Rich Media
Campaigns (*)
Rich Media
Campaigns in
Spain (*)
* According to the Adform Rich Media report
The CTR far exceeded the averages for other international and local Rich Media banners compared with
Rich Media campaigns in the entertainment category, such as film premiere campaigns.
Likewise, over 50% of the users who played the trailer watched all of it.
Conclusion
Once again, this shows that the best creative solutions come from an open dialogue between
advertisers and publishers. Adform’s exclusive solution for the Vocento network and Warner Bros.
made it possible to maximize the visual and interactive effects of the piece using elements that
attracted users and kept them entertained.
MAKING DISPLAY ADVERTISING SIMPLE, RELEVANT, REWARDING
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