We decided to leverage the enormous media buzz around “The Curious Case of Benjamin Button”, a film with a female-skew audience. Small space tactical ads were placed in the movie listings of national publications throughout March 2009, during the height of the film’s publicity and close to the Oscars.

Through a clever media buy and creative strategy, we were able to garner a media exposure worth many times the actual spend.For a modest national media spend of $20K, we were able to create an effective and natural strategic “tie-in” with a media celebrity popular among 30-something women who commands $US4 million per product endorsement.