| CHITTY CHITTY BANG BANG SPECIAL
EDITION
BACKGROUND:
Already a home entertainment classic, the title was released
as a Special Edition for Christmas and needed some stand
out in busy market.
MEDIA SKILLS:
Agency placed an amazing coup on daytime TV by reuniting
the original cast of this classic movie on This Morning
– included Dick Van Dyke and the two grown up child
actors! Van Dyke also appeared on GMTV on the same day.
Plus huge sell in of promotions and features into women’s,
national and film press.
CREATIVITY:
Agency linked up Hamleys Stores to be part of their Xmas
celebrations by driving an original Chitty Car to the turning
on of the Regents St lights with stars from Fame Academy
inside who then performed in-store. Included photocall,
DVD signing and balloon launch.
INTEGRATION:
Agency worked closely with the West End stage show of the
film to run carol concerts with the stars in-store and media
promotions for tickets. Agency also secured shopping trips
in Hamleys for media promos.
DELIVERABILITY:Unbelievable
EAC of £650,000 with a circulation of 78m from a budget
of £10k.
COMMERCIALLY FOCUSSED:
Amazing store awareness due to in-store activity, the excitement
around this Xmas release was huge. The sales team were using
the PR campaign alone as a sell in.
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