 DIE
ANOTHER DAY
BACKGROUND:
DVD release of 007’s biggest box office adventure
– media hype for theatrical release and 40th Anniversary
was immense… We had to re-create that level of excitement
and awareness. The primary audience was: Everybody!
MEDIA SKILLS:
We organised UK’s very first Home Entertainment junket.
This kept the excitement alive by treating the DVD release
with as much importance as a theatrical. Interviews with
cast and crew, exhibition of gadgets, press conference unveiling
extras for worldwide media. And the placing features that
had not been covered before was hard with a 40 year old
franchise!
CREATIVITY:
Every 7 Bond Street household sent a free copy of DVD on
release date – some delivered by a James Bond lookalike.
This generated national and regional coverage fencing team
displays – instructors who taught Pierce gave demos
in studios for kids TV shows e.g Blue Peter and CBBC plus
- giant ice sculptures of the DVD were placed in key sites
around London, including outside MI5 on day of release
INTEGRATION:
Combating Bond fatigue – agency produced the guidelines
for the world wide publicity guide advising on keeping the
hype alive. negotiated packages with two premium Bond partners
from theatrical for DVD release: DELIVERABILITY: EAC of
£783,800 and over 400 pieces of coverage. A circulation
that reached every person in the UK 3 times over –
which meant that our target audience of Everybody had been
hit.
COMMERCIALLY FOCUSSED:
Arranged in-store events such as the Jaguar car PA at Tesco
flagship store on the day of release DIE ANOTHER DAY has
sold over 1.25million units – and was 17% over predicted
target for week one sales and DAD is still the highest selling
007 DVD. |
