We needed to target consumers with a particular interest in history. And we found them clustered around one key media outlet: The History Channel.

We created a brand new strand within the channel’s programming: Momentos en la Historia (Moment in History).

Argo would be supported by real, historical footage from the time to create a mini-documentary, with additional information online to support our message.

The History Channel would put its brand credibility, its programming skills and its historical assets on the line to showcase the true story of the American Embassy siege.

We put Argo both on TV and on the web to give ourselves a credible platform that made the case that Argo was a film worth watching.

The documentary ran as stand alone content on prime time ahead of Argo’s cinematic release.

We reached 1.6m people via cable and delivered more than 3m impressions.

The content was so strong that some markets ran it 11 times.

We delivered massive success for Argo. Even before the film picked up prizes at the Golden Globes and Oscars – the box office takings hit US$7.5m.

Current box office is US$9.2m, surpassing all expectations.

Argo performed significantly better than movies with similar US history themes such as J. Edgar despite similar reviews and marketing investment.

Argo outperformed J Edgar by 64% on box office takings .

It also significantly outperformed Lincoln, which had a much bigger marketing budget, by 25%.