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CASE STUDY: Taxi media helps launch Austin Powers Goldmember

Provided by Outdoor Advertising Association of Great Britain
Taxi advertising helped Austin Powers third film "Goldmember" pull in a groovy crowd on its opening weekend!

Tell us about the Opportunity / What is it?

In July 2002 a national taxi campaign played a key part in the campaign for the Goldmember movie, working with 96 sheets, six sheets and bus advertising as well as TV, press and radio to power the film to a stupendous opening weekend.

What is the Marketing Objective?

Build Awareness

How does it work?

"Movie launches need to get people's attention quickly. By adding taxis to the standard film mix of static posters and bus advertising we were able to create a point of difference in the middle of the highly competitive summer blockbuster season," Nilufar Fowler, Business Director, ZenithOptimedia. Outdoor took 40% of the total advertising budget where the taxis, buses and six sheets helped bring the activity into the centre of cities around the UK. The taxis also sustained awareness once other activity had ceased.

Who's used it in the past?

Outdoor has been used cross format by many key advertisers including Ford H & M, and Harry Potter. For more great case study examples visit our case study library at www.oaa.org.uk.

Features / Benefits

It was the first time Entertainment Film Distributors had used taxis for a movie launch and the activity helped the film pull in £5.6m in its opening weekend. This was achieved despite the fact that the film opened on one of the hottest weekends of the year. The integrated campaign built awareness to blockbuster levels with spontaneous awareness of the Goldmember launch at the same level as big summer rivals Minority Report and Men In Black 2 and comfortably outstripping Scooby Doo. Advertising awareness after the campaign was 78% in total and 83% in London

Guide PriceReach & FrequencyTarget AudienceMedia Types
Contact for detailsCommuters, shoppers, clubbers, tourists.
16 - 24
25 - 34
Female
Male
AB
ABC1
NON-TRAD OUTDOOR
OUTDOOR
LocationTimingsMarketing ObjectiveOpportunity Type
NATIONALAll YearBRAND ATTITUDE
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