CASE STUDY: Universal Pictures and Sky AdSmart
Provided by Sky Media
Combining the power of TV with precision targeting to advertise Universal Pictures' Mrs. Brown's Boys D'Movie
What was the Challenge / Background of the Campaign?
Mrs. Browns Boys D'Movie was a summer 2014 cinema release by Universal Pictures. Based on the hit sitcom, the film proved a hit with audiences at the box office, topping the UK charts despite negative reviews from critics.
As a new release in a competitive summer of super hero films and sequels Universal Pictures wanted to raise awareness of Mrs. Brown's Boys D'Movie, drive audiences to cinemas and encourage pre-booking of cinema tickets to see the film.
What was the Campaign Objective?
Raise awareness of the Mrs. Brown's Boys D'Movie cinema release.
Reach a targeted audience identified as most likely to consider watching Mrs. Brown's Boys D'Movie in cinemas.
Drive audiences to cinemas and encourage pre-booking of cinema tickets to see the film.
What was the Solution?
Optimising their linear TV campaign with a tailored Sky AdSmart campaign, Universal Pictures were able to combine the power of TV advertising with increased targeting to ensure their advert was only served to their chosen audience.
Universal Pictures were able to superserve their audience using a combination of age & Mosaic targeting to only deliver their advert to Adults 45+ in Alpha Territory, Suburban Mindsets, Ex Council Community and Claimant Cultures homes.
What were the Results?
Despite running a heavy traditional TV linear campaign alongside other media activity, the addition of Sky AdSmart succeeded in boosting campaign cut through. The added frequency of exposure to the advert on the highly targeted Universal Pictures' audience increased spontaneous advertising recall.
What were the Key Learnings of this Campaign?
As a new brand in a movie market dominated by super heroes and sequels, the Mrs. Brown's Boys D'Movie advertising did well to be top of mind across all groups. The positive shift in spontaneous recall amongst the test group is a powerful demonstrator of the Sky AdSmart affect. Recall of the advertising had a positive affect on movie prominence. In a cluttered market Mrs. Browns Boy's D'Movie was top of mind across all groups, with recall increasing by +18% for the Sky AdSmart exposed group.