Our solution broke category tradition by spending almost the entire budget on an exclusive VIP tribute concert in Sydney prior to the DVD release.

• Interviews with Kenny Ortega (Director) • Exclusive performances by Travis Payne (Michael’s choreographer) & the MJ dancers from the This Is It concert, • Delta Goodrem and Guy Sebastian performed Earth Song (approved exclusively by the Michael Jackson Estate).• Raw emotion spilled as special guest Jackie Jackson (eldest brother) accepted an award for the highest grossing music film in Australia’s history.

Slingshot generated unique localised content from event coverage (pre and post), all made available to Australian media in exchange for the ‘DVD on sale’ message on multiple entertainment and news channels. DVD achieved mass coverage National TV, Press, Radio, Yahoo!7 , ninemsn, and Australia’s largest music network Take40 Australia. The TV special aired prime time on a major network 2 days following release.

The campaign re-ignited retailer and consumer demand for their piece of history. “It was an extraordinary film that did extraordinary things at retail” David Flanagan, SPHE.Average conversion from cinema sales to DVD sales is 5%. This film would normally be supported by approximately 90,000 to 100,000 retail units.

The communications strategy gave retailers confidence to purchase four times (401,000 units) the stock and the awareness and WOW factor to deliver a conversion four times greater at 20%.

“This Is It” is the 3rd highest selling DVD in Sony history.

Total PR and media value: $6.2 million, 850% ROI