Universal Sony - Her [2014]

To promote the DVD and Blu-ray release of the Spike Jonze film Her we integrated the ‘mobile phone relationship’ into the creative to add value and spontaneity in the way users could interact – just like the way ‘Samantha’ does in the film.

UX

To engage user interest from the second a user arrives on the m-site or app, a Her branded call-to-action was featured on banner ads running on Mobile Embrace’s premium publisher advertising network during the campaign period. The call-to-action requests the consumer to click on the 320x50 banner ad unit and “tap to meet Samantha” where they hear: “Hi, I’m your operating system, but you can call me Samantha.” Users are then asked a series of three verbal questions from ‘Samantha’, with their voice replies receiving a tailored response, followed by the final interaction promoting the film.

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Path to purchase

Results

First time Australian consumers were able to interact with a mobile ad unit using natural speech.Over the campaign period (19th May – 15th June 2014), Her generated:

  • A total of 5,516,038 page impressions

  • A high volume of user clicks (8,767)

  • A click-through-rate (CTR) of 0.16 per cent

  • 50% of users who engaged with the ad had a conversation with ‘Samantha

  • 20% of user’s who completed the ad sequence continued through to the option to purchase the DVD via iTunes

Awards

  • MFA Awards Best Use of Small Budget (up to $300,000) 2015 - Her

  • Australian Mobile and App Awards Best Mobile Marketing Campaign 2014 - Her