Advertising goes to HollywoodPosted: February 27, 2012
Jurassic Park 3
REIGN OF FIRE
Walt Disney had one of the biggest challenges ever: launch “Finding Nemo”, the much – anticipated fourth movie from Pixar Studios. It had been launched already in America and the box office of the opening weekend was the highest ever for an an animation movie. We were under a lot pressure to equal this success.
“Finding Nemo” is a movie for the whole family, but its main target audience is children. Thinking of that, we created a way of “playing” with the kids through the movie’s name. We create an activity where we had a stand with a girl handing over empty “fish bags”. The child would look inside the fish bag and notice that there were no real fish, only ones saying “Finding Nemo – July 4th only in theaters” The stands were set places such as shopping malls, playgrounds, schools, parks and kids’ birthday party venues. The name of the movie worked as a teaser itself, so we found a media that enhanced the impact on the target, because it was where the kids were and offered them a “gift”. We caught the attention of the target audience and aroused the curiosity of the kids to look for the fish called “Nemo”. We worked with two guaranteed things for children: awareness (everybody knows.) and curiosity (I need to find out..)
It was a specific media idea, which impacted the target audience in different atmospheres, without any dispersion, urging them to look for “Nemo”. It supported the mass media campaign and helped us to have a closer, and more effective, contact with our target. Also, it generated a lot of “free media” through magazine, newspaper and internet news.
The action had a low absolute cost, and an even lower CPT (cost per thousand) person impacted by the communication. The CPT of this action was lower than ony other medium used in the media plan. It was the more profitable one.
The movie had a wonderful opening weekend and became the number 1 Animation Movie here in Brazil too
Advertising Agency: Giovanni FCB, Sao Paulo
PIRATES OF THE CARIBBEAN
Advertising Agency: Saatchi & Saatchi Auckland
V FOR VENDETTA
Disney•Pixar Studios was looking for an innovative way of promoting their big hit in 2006. The communication strategy for promoting the feature film Cars was to be as fun and powerful as the film itself. The idea was to reach the public inside movie theaters in an unique way. We chose an icon from the film’s universe, the airbag, and turned the seats in big movie theatres, like Cinemark and UCI, into veritable car seats.
The objective was to immerse the public into the movie’s atmosphere yet creating great anticipation of the release. It was also necessary to find an unusual way to convey the message to the public in an time in which they were receptive to such message. Disney invaded the main movie theaters in the city by attaching airbags on the backs of the seats. It was a fun teaser announcing the movie’s release.
Like many of the Disney-Pixar movies, the expected audience in Cars were children, adolescents, parents, and adults who like animation and fun. The purpose of the campaign was to captivate adults and instigate children. Due to the fairly high price of tickets, the targets were people from classes A, B, and C.
The concept was a success. The campaign became the talk of the town, kids left the sessions charmed, many of them were asking to take the airbags home. Tickets were sold out in all theaters and the movie ran for more than 5 months.
Advertising Agency: B/Ferraz Full Promoton
THE DUKES OF HAZZARD
The objective of the promotion: To promote the new film TERMINATOR SALVATION.
The Idea: The story behind the entire Terminator saga is that in the near future machines will turn on humans and aim to destroy us all.
To promote the new film ‘TERMINATOR SALVATION’, we created early signs of attacks on humans by the everyday machines that we all interact with inside the malls.
Advertising Agency: DDB South Africa
ALICE IN WONDERLAND
The Hoyts Corporation distributes films across its 55 cinemas in Australia and New Zealand. With the release of SAW VII fast approaching, Hoyts were at a loss on how to create genuine excitement for what was being viewed as ‘yet another SAW film’.
With only a month to go before the prelaunch promotion needed to kick off, our brief was clear:
- Reinvigorate the ageing SAW franchise ahead of its final release.
- Hit the box office target of $2.5m AUD.
Having never run an activation before, Hoyts required a cut through campaign that would justify their decision.
With a tight timeline and a budget of under $50k, we needed to develop a campaign that not only punched above its weight in terms of reach and engagement, but was also quick to market.
Cue the ‘SAW PhotoBooth’. Placed into Hoyts cinema foyers, film-goers were given the opportunity to view the SAW trailer and have a free photo taken. After the trailer finished, the photo countdown began, 3… 2… 1 photo.
Before the photo was taken however, SAW’s frightening antagonist Jigsaw would stick his head into the booth just in time for the photo to capture the terrified reactions!
With the SAW franchise in decline, our focus was to give audiences a taste of what the film had to offer.
Given we were dealing with a Gen Y audience that practically lives online, we felt that by bringing the film to life in a fantastically horrifying way and capturing audience reactions, the reactions themselves would provide the best showpiece for the film.
Our strategy was to develop a micro activation and use the physical engagements from the activation as content for the wider social media campaign, using Facebook and YouTube in particular to carry the conversation across Australia.
The key campaign results from a consumer perspective were as follows:
- 4035 scary cinema experiences (50% over target).
- 111,426 YouTube views (345% over targe
Advertising Agency: Play Communication, Sidney
Advertising Agency: Lorem, Sao Paulo
Creative Director: Icaro de Abreu
Launch of the movie The Hole in 3D directed by Joe Dante. (A pair of brothers stumble upon a mysterious hole in their basement that leads to the darkest corridors of their fears and nightmares.)
Step 1: 2 weeks before: GUERRILLA. Floorstickers with a man falling into an hole were placed all over metro stations in Rome and Milan and in hundred of movie theaters.
Step 2: 2 weeks before WEB. Website about the movie with extra content (trailer, bills, phobias etc..).
Step 3: 10 days before: AMBIENT. Fake legs were added at the floorstickers and at special Billboards.
Step 4: 1 week before: EVENT. A black container was placed in the center of Milan and people were invited to challenge their fears. An infrared-cam recorded people’s reactions and the videos were uploaded on youtube and facebook.
Step 5: PROMOTION. Limited edition t-shirts (showing different fears to fight) were produced. People could win them entering the container.
Step 6: GADGETS. Fluorescent bracelets were given during the days of the event.
Step 7: 2 days before: 3D PRINT. Special 3D print was published on free press “On Stage”. 3D glasses were distributed with the magazine.
Advertising Agency: Auge, Milan