Wallace & Gromit were about to get their first cinema outing and the distributor UIP wanted to make sure it was a cracking success. The aim was to make 'The Curse of the Were-Rabbit' the must-watch film for kids during the Autumn half term by getting them talking about the Aardman animation. The goal was to be the number 1 film over the opening weekend and blow away other rivals.

To make the movie the must-see film for the Autumn half-term for kids of all ages. Also to build a buzz around Britain's most famous clay characters by bringing them to life.

The solution was to create a plasticine paradise for Wallace & Gromit behind the interactive red button. A three-page dedicated advertiser location went live two weeks prior to the release of the film offering lots of extra content - including ahorts such as Wallace & Gromits Cracking Contraptions. Ads promoting the film and offering access to the DAL ran across all channels, dayparts and programme genres. Campaign also lve advertainment on ITV1 during X Factor.

The campaign was a success, helping to exceed acquisition targets by more than 15%. Consumer research showed that TV had helped convey the value families with kids flocked to see the movie.

Post campaign analysis by Continental Research revealed that interactive TV had played a key part with 4.1m Sky Digital subscribers aware of the interactive campaign and nearly 380,000 of them pressing red. Half of these came via the TV advertising with the other half coming via Sky Active. 6,00 competition entries and 1,000 responses to the live TV ad on ITV.