CASE STUDY: 20th Century Fox Blu-ray Promotion Campaign

Provided by Future Publishing Ltd
20th Century Fox worked with Future to create a campaign to persuade consumers to upgrade to Blu-ray during recession Britain.
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What was the Challenge / Background of the Campaign?

20th Century Fox set us a challenge-to sell back catalogue film on Blu-ray. With over 600 releases on Blu-ray/DVD each month, how do you persuade consumers to purchase movies and upgrade to Blu-ray, given they already own the film in DVD format? Future's entertainment and tech portfolio reaches a mass Blu-ray hardware audience of 1.6m, who list film as one of their primary passions. Total Film's audience alone is responsible for 15% of all Blu-ray purchases in the UK. The Future portfolio offers a highly efficient means to reach a mass audience with minimal wastage.

What was the Campaign Objective?

Build awareness and increase purchase at at time when Britain is in a financial recession.

What was the Solution?

The creation of 'Better on Blu-ray' a multi-brand, cross-platform campaign which leveraged the editorial credibility and trusted authoritative voice of Future's brands. The campaign featured impactful advertorials, online display activity and the creation of a Fox 'Better on Blu-ray' channel on Totalfilm.com, which brought the films to life and provided compelling reasons to upgrade to Blu-ray.

What were the Results?

The campaign was a huge success! The campaign had a 48% recall, and purchase intent increased by 10% versus those unexposed to the campaign. The QR code response rate was 100% more efficient than national newspapers, supplements or consumer lifestyle titles. There was a 13% increase in claimed ownership of Fox Blu-rays among those exposed and click-through rates were 30% above average.

What were the Key Learnings of this Campaign?

Our campaign persuaded consumers to upgrade in recession Britain. A multi-touchpoint campaign among Future's high-value Blu-ray audience prompted changed in claimed behavior and high interaction levels.
BudgetReach & FrequencyTarget AudienceMedia Used
Contact for detailsFilm lovers, 16-35, male skew.
16 - 24
25 - 34
Male
ABC1
C2
MAGS / CONSUMER
ONLINE / VIDEO
RETAIL MEDIA
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NATIONALAll YearBUILD AWARENESSBRANDED CONTENT / MAGAZINES / PRESS
BRANDED CONTENT / ONLINE
SALES PROMOTION
SHOPPER MKTG
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