Establish ‘Terminator 3: Rise of the Machines’ as the must see film of 2003 by targeting young adults who have grown up accustomed to the Terminator phenomenon and who will be keen to see the next link in the chain that was started in 1984.

Research has shown 57% awareness for the film, a 47% definite interest and Box Office figures for Europe have shown takings of around $123 Million making T3 a member of an exclusive club in 2003.

TV - local activity further enhanced by audience involvement in European-wide MTV Campaign and competition. Outdoor - domination through simple but powerful creative making best use of all available formats. Online – powerful, surprising and eye-catching online executions leading to greater buzz. Event Presence - Promotional integration of T3 within the MTV 2003 Cannes Party, Jaguar Formula One cars at the British Grand Prix and Special builds during the Tour de France.

The existence of a uniform creative allowed for a truly integrated media campaign and constant presence within the ‘media cocoon' – whatever the time of day or stage of media consumption and with little wastage of creative/media energy. This effect was a continuous ‘attack’ on the consciousness of the audience, driving them to watch the film, delivering impressive box office and tracking results.

In order to communicate the arrival of T3 on cinema screens across Europe, it was decided that Columbia TriStar needed to dominate the 'media cocoon' that exists around our target. This strategy needed to take into account the huge number of commercial messages received and processed by our target and deliver a solution that could achieve cut-through – hence the development of a five prong strategy across Europe: Tease (TV), Involve (MTV Competition), Own the Moment (Outdoor), Surprise (Online) and Go Live (Event Presence).