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CASE STUDY: Sony Pictures Home Entertainment: The Tudors

Provided by i-vu
i-Vu's digital touch screen network provided a funky environment to advertise The Tudors DVD box set within top hair salons.

What was the Challenge / Background of the Campaign?

Sony Pictures Home Entertainment was the first DVD company to use i-Vu's new advertising opportunity - The i-frame. The i-frame allows key messages to be displayed without interrupting the video advertising. Sony Pictures Home Entertainment used the i-frame to great effect. i-Frame displayed five moving testimonials per 30 second advertisement without interrupting play of the main video.

What was the Campaign Objective?

The objective of the campaign was to promote a 3 DVD Disc Box Set of the historical television drama series "The Tudors".

What was the Solution?

Sony Pictures Home Entertainment used i-Vu from 4 December 2007 for 2 weeks on the interactive digital screen network across GB salons. The objective of the campaign was to promote a 3 DVD Disc Box Set of the historical television drama series "The Tudors". The timing was chosen to synchronise advertising at the height of the series and during the festive season, immediately prior to the release of the DVD box set, established the conditions for a successful awareness campaign when the target audience were in a gift purchasing frame-of-mind and festive spirit.

What were the Results?

The Tudors campaign was very successful and also immensely popular with staff and clients. How this was achieved: 1 x trailer of content per 45 minute loop; 1 x 30 second advert per 45 minute loop place apart from the trailer; 1 x interactive page linked to both the trailer and advert. The page was a rolling montage of screen shots from the DVD, inviting you to text "Henry" to get the wallpaper downloaded to their mobiles. The i-Frames interactive touch response rate was 0.95%. This is 95 times the response you would expect from interactive red button on TV.

What were the Key Learnings of this Campaign?

Testimonials: 'A lot of people saw the advertisement and commented on how gorgeous Jonathan Rhys Meyers is' Salon manager; May, HOB (Rickmansworth) 'The advert started a lot of conversation about The Tudors' | Sarah, RUSH 'Many woman commented on how smoldering handsome Jonathan Rhys Meyers was in the advert' Claire, Nicky Clarke

BudgetReach & FrequencyTarget AudienceMedia Used
£0 to £50kUpmarket affluent women, 41% aged 25-44.
16 - 24
25 - 34
Female
AB
ABC1
NON-TRAD OUTDOOR
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NATIONALAll YearBUILD AWARENESS
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