Adello turns target audience into interactive movie actors on smartphone
With the launch of the 360° Panorama Ads last June, Adello expanded the smartphone into an interactive showroom for consumers.
The current mobile campaign for the movie "Assassin's Creed" from 20th Century Fox uses this gyro technology and continues the thread with virtual reality. The core target group is placed in the three-dimensional film set next to Oscar winner Michael Fassbender and leading actress Marion Cotillard.
The advertising creation was developed in collaboration with Warner Bros. and its media agency The Generation Media and also sets new standards in user experience. This is because real-time navigation with the innovative advertising form no longer requires manual interaction such as swiping or tapping. All content in the ad unit is controlled using motion gestures. The technology also opens up new spheres in other features. For example, for the first time, it is no longer necessary to load a landing page or open the YouTube app to play the four film clips that are transported by the campaign. In the past, such a setup not only tested the patience of the target group, but also inevitably led to the immediate termination of user interaction with the advertised product. Now, all moving image content is opened via intuitive hotspots and interpreted and output without delay in the native player of the mobile browser. The new display format also supports mini navigation, which allows the user to return to the fictional world of "Assassin's Creed" at any time and receive further emotional content.
The ad unit was developed by Adello AdFactory in Karlsruhe. New Media Coordinator Branko Nastic is responsible for Warner Bros.: "With Adello's 360° panorama technology, it is possible for us for the first time to transport our reboots with any number of film teasers, galleries and other assets within a single advertising medium to the target group - moving image and sound included. The campaign for "Assassin's Creed" is not only uniquely intuitive, but also invites the user to interact directly with the advertised product. In this way, we achieve the highest engagement values in a playful way and at the same time get closer to our audience than would be possible with other advertising measures."
