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Integrated marketing agency Haygarth was responsible for creative while Manning Gottlieb OMD Interactive handled online media planning and buying.

The video banner ads, using Flashtalking technology to target 15- to 35-year-olds, ran on sites including FilmFour.com, FilmUnlimited.com, Virgin.net, lastminute.com and MTV.co.uk.

A video email campaign to 200,000 people targeted email registrants from Columbia Tri-Star's database and subscribers of Empire Online (www.empire online.co.uk), FHM.com and XFM Online (www.xfm.co.uk).

The success of the Flashtalking campaign will be evaluated in two ways: by measuring the number of clickthroughs to the site (www.identity-themovie.co.uk) and how many people view the video via the banner ads.

Stuart Williams, marketing director at Columbia TriStar Films (UK), said: "This innovative form of online advertising is a great opportunity to maximise exposure of our trailers among the film's target audience."

Brooke Dalton-Brewer, director at Haygarth, said: "With more creative formats available it will be interesting to see the results of these test campaigns. The learnings will help us to refine our campaign strategy."

Chris Gilbody, account manager at Manning Gottlieb OMD Interactive, pointed out: "The use of video online allows online media to be considered broadcast media as a tool for generating awareness. We can evaluate online campaign success by the volume of trailers actively viewed by our target market."

See Creative Review, p72.