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CASE STUDY: I-Vu and Chicago DVD Release case study

Provided by i-vu
Buena Vista used the i-vu salon environment, dominated by females, to showcase their new DVD release for Chicago.

What was the Challenge / Background of the Campaign?

In 2005, Chicago was released on DVD and Buena Vista Entertainment were looking to raise awareness pre release and create a hype surrounding the film after the success of the cinema release. Targetting women, predominantly ABC1, Buena Vista wanted to generate sales and give the audience a showcase of the film in an environment they might not normally expect to see it.

What was the Campaign Objective?

Build consumer awareness Drive/Generate sales

What was the Solution?

Buena Vista utilized on screen and off screen opportunities. 2 adverts ran in each loop, each leading to interactive pages showcasing DVD extras and a trivia quiz. Off screen, they chose to have postcards in branded dispensers for clients to enter the competition. This enabled them to see direct compeition and interactive response rates.

What were the Results?

This campaign received a great response rate, with interactivity levels at 5.52% throughout.

What were the Key Learnings of this Campaign?

The i-vu screens are a perfect medium to showcase movies and this campaign demonstrated how off screen can really compliment the on-screen content when trying to heighten consumer awareness.

BudgetReach & FrequencyTarget AudienceMedia Used
£51k to £100ki-vu deliver a female dominated environment -73% of audience
25 - 34
35 - 44
Female
AB
NON-TRAD OUTDOOR
RETAIL MEDIA
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NATIONALAll YearBUILD AWARENESSSALES PROMOTION
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