As part of a nationwide integrated campaign for Australia’s Biggest Toy Sale, leading retailer Target launched Australia’s first animated 3D stereoscopic cinema commercial. 

The commercial has been designed by The Campaign Palace and produced by the award winning team at Iloura, and continues a Target tradition of innovation in animation, that stretches over 25 years.  

Murray Chenery, General Manager of Marketing at Target, said that targeting families with a 3D commercial shown prior to family movies was an ideal way to promote Australia’s Biggest Toy Sale which starts 22nd July 2010.  

“By advertising at the cinema with family movies we reach a captive audience of parents and children who are seeing the commercial together.  3D cinema is hugely exciting and we are proud to be the first advertiser to capitalise on the unique 3D cinema experience with Australia’s first animated 3D cinema commercial.”  

The Campaign Palace MD, Tom Cooper said that the launch of the 3D animated commercial was another first for Target. “Target is a very forward thinking retailer so this will be another first to market initiative for them, which we’re all very excited about.”

Octavio De Lellis, Head of 3D TVC animation, directed a team of experienced animators based at Iloura’s South Melbourne studios over a period of 3 months and describes the latest Target instalment as “Willy Wonka meets Indiana Jones”. 

“The project certainly provided its share of technical challenges. The key to timely narrative and visual impact using stereoscopic 3D techniques is to navigate and utilize negative and positive spaces effectively. We feel we have done this and that it will have people ducking in their cinema seats!.”

Val Morgan’s Marketing Director, Paul Butler, said that Australia has experienced one of the world’s fastest growth rates in 3D cinema.  

“There are now over 350 3D cinema screens operating, which at around 1 in 5 screens is one of the highest levels in the world. The advent of 3D cinema is a brand new marketing platform for advertisers; it opens up a whole new arena that adds further strength to cinema’s unique ability to deliver impact and engagement. We are delighted that Target has taken the lead position to create the first animated 3D commercial”.  

Recent research conducted by Millward Brown shows that 3D has been widely accepted by Australian moviegoers, over 70% of moviegoing families have seen a 3D movie in the last 12 months. This number is set to grow with a wealth of 3D movies scheduled for release. 

Among others, 3D movie titles ahead include: 

• Toy Story 3 (24^th June)
• Step Up 3D (5^th August)
• Despicable Me (9^th September)
• Cats and Dogs 2 (16^th September)
• Legends of the Guardians (30^th September)
• Harry Potter 7 Part 1 (18^th November) – partially 3D
• Megamind (9^th December)
• Tron Legacy (16^th December)
• Gulliver’s Travels (26^th December)

Last year Australian box-office revenue exceeded $1billion for the first time in history. This year, box-office is currently running 17% ahead of these record levels.

The Target commercial launched nationwide on June 17^th and is currently screening with 3D movies including Shrek Forever After and Toy Story 3.