The objectives were to get the audience intrigued by the unusual idea behind the film and entice them to enter the Clockstoppers competition. We expected they would then feel that they had to tell their friends this was a cool, exciting thing to do, and that the film must be just as good.

Clockstoppers was a film aimed at 10-15 year-olds, about a boy who finds he has the power to stop time, after he discovers his father's molecule-accelerating watch. We worked very closely with film distributors UIP, to devise an engaging television idea, derived directly from the film, that would entice the target audience to go to watch Clockstoppers, against stiff competition from other higher-profile movies.Secondly, operating with a limited budget, the media team created a media promotion that made the idea work very effectively through the selected, highly targeted media channels.

Rather than telling the audience about Clockstoppers, or showing them a trailer, the idea and unique TV mechanism made them feel briefly that they were 'living' the film, while also persuading them to carry out a fairly complex competition entry procedure. The strategy was based on our previous experience that if this audience finds a promotion cool, involving and rewarding, they will view the product in the same way. This is why the promotion would impel the audience to go and see Clockstoppers.