With over 600 films released in the UK every year the challenge for any distributor is to gain standout and drive ticket sales within a short time frame. So, when Paramount Pictures UK approached us to launch their brand new film "The Dictator" we instantly knew that Kerrang! Radio and Zoo magazine were the perfect fit to produce impactful, entertaining and engaging creative mirroring the film's key messages.
We already knew that the film's was targeted at 15-25's, an audience that Kerrang! Radio and Zoo deliver in bucket-loads. In the film Sacha Baron Cohen's character is the ruthless dictator of Wahadi "General Aladeen" and defying his orders is punishable by death. For Kerrang! Radio, our audiences want to be engaged and surprised so we devised content that saw the films lead character take over the station's output in the run-up to the release.
Our idea was to let 'The Dictator' dictate Kerrang! Radio. This was a station first that took full advantage of the relaxed Ofcom Broadcast Code and allowed the synopsis of the film to become part of the station editorial. So, we created something truly ground-breaking - imaging to listeners that General Aladeen had taken over the station with his whimsical demands. Throughout the week leading up to release, new orders were barked in Wahadi to our station team via specially produced audio created in conjunction with the film's creators.
Having the actual star of a major theatrical release dictate the goings on of Kerrang! is unlike anything ever heard before in UK Commercial Radio. This made for a truly unique campaign and Paramount Pictures were blown away by the creativity of Kerrang! Radio and Zoo. Never before had they integrated film messaging into the editorial of a promotion so effectively. Over the course of the ten day campaign, we completely over-delivered to the client as we built hype around the Generals'
outlandish orders. The film was number one at the box office and was a massive success.
"This was a landmark campaign for us, the creativity demonstrated by Kerrang! Radio and Zoo Magazine blew us away. There is no doubt that this campaign played a significant part in our opening weekend box office success". Ya-Lin Chen - Head of Promotions, Paramount Pictures.