In this film we took over a cinema and filmed an interactive stunt using an unsuspecting live audience. The stunt was designed to introduce the stars of an ad campaign, two animated characters named Gaz and Leccy, who will lead the campaign about the rollout of Smart Meters to every home in Britain.

The characters first appear on the cinema screen disrupting real advertisements and appear to leap from the screen, using 3D animation, into the audience, where they become totally ‘Out of Control’.

They run around the audience chasing each other, causing total chaos until they are finally trapped and brought under control by the cinema manager. It’s a hugely disruptive experience for the audience making use of spillages, sound and mini explosions to demonstrate the characters path of chaos.

The stunt was filmed in one day and was the first interactive event to use Dolby Atmosphere in the UK. With two animated characters, sound had to be used with pin point accuracy to give the impression that the two of them were actually ‘in’ the audience creating mayhem.

An entire soundtrack was pre-recorded for the event’s duration. 35 directional speakers located Gaz and Leccy in specific locations at specific times in the theatre. The recording included, sound effects of Gaz and Leccy, their footsteps, explosions. The entire event was filmed live on multiple cameras.

A blend of video formats were used ensuring a mix of audiences saw the content. Facebook enabled a low cost per reach, YouTube skippable activity guaranteed views in a habitual video environment, while BeOn native formats placed the video in premium environments. At the same a standalone premium placement on the YouTube homepage masthead ensured reach.

The film reached over five million views in just five weeks, was recalled by one in ten adults across GB, generated over 25,000 likes, shares and comments on Facebook, no mean feat for a film relating to energy, a low interest (dull) category.

Almost half of respondents agreed it made them more interested in smart meters with over 80% of people who saw the film agreeing it was inventive and memorable. Spontaneous feedback included ‘amusing’, ‘enjoyable’ and ‘fun’ unprompted