The Schmovie was previewed in entertainment environments and school transport just prior to school holidays in order to create family hype. Magazine advertisements Newspaper ads within movie reviewsTransit advertising, including a fully wrapped tram 15-second trailers in family TV shows. Content was created specifically for each environment and each stage of the launch.The hype was then continued within the cinema foyers themselves with posters and cut-outs of the Schmovie’s characters.

Spontaneous recall was an amazing 72%; 60 points above the next recalled cinema advertiser.56% of respondents, who had never purchased, would now consider Schmackos.“Our best sales period since Christmas 2003….really showing the impact a successful integrated campaign can have on stimulating off-season demand!” Justin Monaghan, Brand Manager