E1 Films - Knowing
E1 films were launching their first heavyweight campaign for a major Hollywood blockbuster - ‘Knowing' starring Nicolas Cage. As a relative newcomer to the industry it was essential that they delivered, to prove they could compete with their powerful competitors and attract large audiences for the opening weekend. A traditional spot and space campaign had already been planned, but they were looking for that special something to make all the difference. E1 were prepared to commit the extra budget to one media owner, but only if a convincing case could be made - one that could generate results and deliver on their objectives.
Together with E1 and their agency ZenithOptimedia we wanted to take the campaign one step further, amplify their strategy and create a real buzz around the launch. As a media owner that broadcasts over 30 movie channels, we were able to provide some valuable insight into this lucrative audience and apply it to the campaign - knowledge that won us the business.
Objectives
- To maximise the opening weekend's box office takings for Knowing
- Establish E1 as a prominent film promotion company
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The Audience
Young moviegoers lead busy lives with many advertisers striving for their attention. Experience told us that in order to reach them the message would have to be delivered in a number of ways and in a multitude of locations - something no other single media owner could offer. We knew that to make a message resonate a highfrequency approach was needed. The strategy was to keep ‘tapping them on the shoulder' as they go about their lives - surrounding them with the knowledge of Knowing.
Campaign Elements
E1's campaign was comprised of 6 strands:
Sponsorship
Kicking off the campaign three weeks prior to the film's launch, a prime-time sponsorship of the SCI-FI channel would reach avid science fiction fans - the perfect match for Knowing.
Spot & Interactive
To enhance the spot campaign, key programmes on Sky1 were identified and bespoke ad breaks created which featured specially edited ‘top and tail' ads. The extended trailer could also be accessed within an interactive advertising VAL (Video Advertiser Location) via the red button.
Video On Demand - Sky Anytime
The extended trailer was also made available across Sky's VOD service ‘Anytime TV'. A short 30 second pre-roll before the programme and the full 3 minute trailer as a post-roll.
Out and About
Another campaign component delivered the message right into the hands of the audience - quite literally. In an unprecedented move by an advertiser, the full-length Knowing trailer was made available to view on Sony PSP s through Go!View, the Sky/Sony joint venture. Finally, a schedule in Sky Pub Sports was added, delivering to a young male audience who enjoy going out - surely the ideal audience.
An Added Bonus
Sky Movies regularly run movie seasons focusing on themes or actors. Aware of Knowing hitting cinema screens, Sky scheduled a Nicolas Cage season in the week leading up to the film's release. Despite regulation preventing E1 from sponsoring any such season, we knew that a week of great Nic Cage films on Sky Movies (and Sky Anytime) would amplify awareness of the new film.
Results
E1 and Zenith were thrilled with the results - the targeting and variety of platforms greatly enhancing the campaign. They gave it added depth and the opportunity for viewers to engage with the content, as well as providing a media first.
The results speak for themselves. Knowing was not only the number one film of the week, it also achieved box office takings of £2.5m in its first weekend (March 27th-29th). As a benchmark, Nic Cage's previous film only generated £300k in its opening weekend. The film stayed in the UK Top 10 for over a month, amassing over £6.3m.
" Working with Sky Media gives a breadth of opportunities that we can't get from any other single sales point." Cyane Bonnell, Broadcast Director, ZenithOptimedia
