There are a few products as ephemeral as a movie, which during the first weekend of premiere earns most of its profit at the box office. Therefore an intense, concentrated and notorious activation pre-release is vital. "Alexander and the Terrible, Horrible, No Good, Very Bad Day" was supposed to be a minor release with a high risk of going unnoticed. To avoid this we used a creative idea that managed to transform conventional media into “unconventional”. Furthermore the campaign also had the intention of strengthening the argument of the film.

Without any need to create extra content, we decided to do “all wrong”. Each and every one of the pieces was implemented dreadfully. Our key launch media channel was outdoor, simultaneously creating an integrated campaign at cinemas, television and online campaign. The posters were twisted and misplaced, the movie trailers seen at cinemas and on TV were crooked, containing image errors and even overlapped with content of another program by “mistake”. During sponsoring moments the locution was recorded badly and the film’s online banners were also poorly made and programmed.

It was not easy, because the different professionals involved in the placement, sound and airing of the different creativities wanted to perform well, which was not the intention.

With this campaign we achieved, for what was considered a minor premiere for Disney, a big success becoming the most viewed film in it’s category during the month of release: November 2014*

It totally exceeded the client’s expectations by achieving above 13% the objectives marked by Walt Disney Company.

* ( Source : Rentrak 2014) .