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CASE STUDY: Sky create a multi-platform campaign for E1 films

Provided by Sky Media
E1 films launched their first heavyweight campaign for a major Hollywood blockbuster, 'Knowing' starring Nicolas Cage.

What was the Challenge / Background of the Campaign?

E1 films were launching their first heavyweight campaign for a major Hollywood blockbuster - 'Knowing' starring Nicolas Cage. As a relative newcomer to the industry it was essential that they delivered, to prove they could compete with their powerful competitors and attract large audiences for the opening weekend. A traditional spot and space campaign had already been planned, but they were looking for that special something to make all the difference. the message would have to be delivered in a number of ways and in a multitude of locations.

What was the Campaign Objective?

- To maximise the opening weekend's box office takings for Knowing - Establish E1 as a prominent film promotion company

What was the Solution?

The solution was a campaign consisting of the following strands: a prime-time sponsorship of the SCI-FI channel would reach avid science fiction fans; spot and interactive - key programmes on Sky1 were identified and bespoke ad breaks created which featured specially edited 'top and tail' ads. The extended trailer could also be accessed within an interactive advertising VAL. The extended trailer was also made available across Sky's VOD service 'Anytime TV' and made available to view on Sony PSP s through Go!View. Finally, a schedule in Sky Pub Sports was added.

What were the Results?

E1 and Zenith were thrilled with the results - the targeting and variety of platforms greatly enhancing the campaign. They gave it added depth and the opportunity for viewers to engage with the content, as well as providing a media first. The results speak for themselves. Knowing was not only the number one film of the week, it also achieved box office takings of £2.5m in its first weekend (March 27th-29th). The film stayed in the UK Top 10 for over a month, amassing over £6.3m.

What were the Key Learnings of this Campaign?

"Working with Sky Media gives a breadth of opportunities that we can't get from any other single sales point." Cyane Bonnell, Broadcast Director, ZenithOptimedia.

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BudgetReach & FrequencyTarget AudienceMedia Used
Contact for detailsAimed at young moviegoers with busy lives
16 - 24
25 - 34
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
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