The media team took our creative on board with great enthusiasm. This type of strategy is not normal and media had to entice the market to be driven to view the overall execution.

They approached it with a main channel, prime time focus during key sitcoms, movies etc where they knew our audience would be viewing.

Key themes for media placement were family viewership or ‘me time’.

Cinema focus was based on mass – it appeared on every screen for the first few weeks of the campaign launch, followed by selecting key new to theatre screen box office title releases.

TV was used for the visual push to cinema for the audience to experience the reveal.

Cinema was used for the big reveal.

The ad flighted at a time of year where cinema attendances are typically very low, however, thousands of consumers headed to the cinema to watch the ending, which gained the campaign instant media attention.

Our campaign managed to achieve the following results:-

Attendances increased by 25% over a 3-month period of the ad being aired.

Brand Awareness was up 65%.

Brand Recall of 107%, which was 33% up on the first two quarters results.

Brand Health Tracker showed that we were 19% ahead of the industry

Benchmark.