 AGENT
CODY BANKS 2
BACKGROUND:
Following limited theatrical release, give DVD release stand
out with key target market of kids and their parents. Also
utilise film’s London location and British stars to
score coverage.
MEDIA SKILLS:
Secured interview time with star and former S Club singer
Hannah Spearritt who was guaranteed to appeal to teen media
and audience. Interviews placed on Saturday morning kid’s
TV shows on BBC and ITV + teen mags also secured exclusive
interview access for teen media whilst shooting film on
location in London.
CREATIVITY:
Filmed star TV interviews on the London Eye (which featured
prominently in the film) and supplied tickets to media as
competition prizes.
INTEGRATION:
Agency organised in pack promotion sourcing all third parties
who had strong link with film eg Marriott Hotels, London
Passes to top attractions,Maglite torches and free family
helicopter flights, and overseeing production and approval
of in pack leaflet.
DELIVERABILITY:
EAC of £500,000 from a budget of just £6K thanks
to a lot of “noise” on TV, radio and print in
target teen media.
COMMERCIALLY FOCUSSED:
in pack promotion with great third party partners resulted
in better in-store profile and increased sales
|
