The challenge for UIP was to maximise the first weekend’s box office takings for The Bourne Supremacy at a time when there were at least 15 significant movies on general release. UIP’s media agency, Zenith Optimedia, wanted to create a media schedule that would amplify the basic campaign strategy, and stimulate word of mouth amongst the target audience.
Sky Media was identified as being key to engagement with core consumers and provided the widest range of communication options.
The key objective was to maximise the first weekend’s box office takings, and to gross more than the previous film in the series – The Bourne Identity.
Sky Media’s integrated campaign solution incorporated the use of core Sky channels, Sky Box Office, Sky Pub Sports, Sky Interactive, Skymovies.com and Sky Movies News.
To further extend and enhance the role of television, ZenithOptimedia created a competition which allowed the media campaign to exist “beyond the 30″ spot”. The Bourne Passport was a competition which ran across Sky platforms inviting viewers to watch exclusive footage from the film, experience behind the scenes access and see an interview with Matt Damon. The competition could be entered interactively via the red button, mobile text and online. The prize? The chance to visit the five destinations in the film on a 16 night holiday.
The campaign generated a number of firstsfor Sky and for UIP:
The campaign comfortably achieved the objective and surpassed UIP’s expectations:
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