 CASINO
ROYALE
BACKGROUND:
Amazing awareness and coverage from theatrical posed a challenge as a brand new 007 took up the role and was launched on DVD and for the first time on new hi-def format Blu-ray.
MEDIA SKILLS:
As no talent was available to promote the Home Entertainment release DnA researched and used other crew memebers that would be considered interesting to media such as the stunt teams, Daniel Craig's personal trainer and free-runners (as used in the amazing opening sequence), this resulted in a media tour the following coverage: The Richard and Judy Show, Total Film, Metro, London Lite, Esquire, Beano, The London Paper and Men's Health.
CREATIVITY:
Free running teams and actors were organised to take part in two thrilling in-store events and signings on day of release in two flagship London stores. Creating a real buzz for retailers and customers.
INTEGRATION:
Agency worked closely with the media and online agencies to ensure that all media was covered extensively, plus third party partners were worked with to ensure synergy with the 007 brand and to make the budget work harder.
DELIVERABILITY:
EAC of over £2m from a PR budget of £25,000 thanks to blanket media coverage.
COMMERCIALLY FOCUSSED:
Casino Royale was the fastest selling week one DVD ever and the biggest Blu-ray release to date - both releases going straight to No.1 in the charts. |
