Warner Bros. Case study HARRY IN YOUR CITY by Mnstr

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HARRY IN YOUR CITY

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Industry Records & Cinema Production
Media Case study
Market France
Agency Mnstr
Released October 2010

Credits & Description

Category: Titanium and Integrated
Advertiser: WARNER BROS FRANCE
Product/Service: HARRY POTTER 7 PART 1
Agency: MNSTR
Date of First Appearance: Oct 4 2010
Associate Director: Perrine Lizé (MNSTR.)
Project Manager: Jean Louis Rose (MNSTR.)
Marketing Manager US Movies: Guillaume Thevenin (Warner Bros France)
Product Manager: Jérôme Thery (Warner Bros France)
CEO: Lionel Curt (MNSTR.)
VP Marketing France: Emmanuel Durand (Warner Bros France)
Media placement: TV Campaign - 350 Spots - MTV, Direct Star, Game One, NRJ TV, W9, NT1, Orange Cinéma, - 4-25 October 2010
Media placement: Radio Campaign- - RTL, NRJ, Fun Radio, France Bleu, Chérie FM - 4-25 October 2010
Media placement: Press Local And National - 20 Minutes, - 4-25 October 2010
Media placement: Outdoor Display - Bus - In The 15 Biggest French Cities - 4 October 2010
Media placement: Outdoor Display-Billboard - In The 15 Biggest French Cities - 4 October 2010
Media placement: Outdoor Display- Cinémas - In The Biggest Cinemas Of Each Cities - 4 October 2010
Media placement: Online Campaign - Allocine, Orange TV, MSN Messenger, - 4 October 2010

Describe the campaign/entry
In order to promote and create a “buzz” around the release of the last opus of the Harry Potter saga (Part 1 /2), instead of adopting the classical mass marketing trailer diffusion, we organized a giant interactive, participative battle between 15 cities in France, to see who would have the honor of welcoming the official premiere of the movie. It was an engaging campaign, where the actions of individuals helped their city to win…. It was also fully integrated and incorporated TV, radio, Cinéma, press, internet, outdoor displays and social media.

Describe how the campaign/entry was launched across each channel in the order of implementation
The competition took place over a 4 week period, to engage the target audience and spread the viral across the 15 cities involved (Bordeaux, Nantes, Tours, Paris, Lyon, Marseille, etc..).
- on TV via a 15 second advertising spot on MTV, NRJ, Game one, etc.
- via an outdoor geolocalized media plan on buses and cinemas.
- over the internet via homepage coverage and geolocalized display campaigns on MSN Messenger, Allociné..
- on radio (RTL, NRJ, etc) with geolocalied local advertising.
- in the biggest cinemas of the 15 towns with a “voting box” + the advertising spot.
- in the press with the ‘20 minutes’ daily free magazine, across the 15 towns with secret codes in the advertisements to gain points for their city.
- via mobile phone by checking on Foursquare at specific locations in their cities and via an SMS campaign thanks to a partnership with Orange.
- With Community management through 15 localized fans page animated by a local ambassador.

Give some idea of how successful this campaign/entry was with both client and consumer
The campaign surpassed the client's expectations, with huge TV and press coverage of the competition, accounting for millions of euros of media value, and the biggest ROI that Warner France has ever had. The premiere in TOURS was a great success and 2500 people attended the screening. For the consumer, more than 160 000 active competitors, engaged in this participative and positive competition and nearly 1 million visitors visited the web site in only 4 weeks, some of the participants even tried to call our agency to get clues! We also received 130 000 photos, 4500 videos and 1000 000 votes on the voting boxes in the cinemas.