Sony Pictures Outdoor, Case study No Metro [image] 2 by Shackleton Spain

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No Metro [image] 2

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Industry Records & Cinema Production
Media Outdoor, Billboard, Poster, Transportation & Vehicles, Case study
Market Spain
Agency Shackleton Spain
Executive Creative Director Juan Silva
Art Director Pablo Sforza
Copywriter Manuel Echavarri
Released October 2016

Awards

Cannes Lions 2017
Outdoor Ambient: Transit Silver Lion
Promo And Activation Strategy: Launch / Re-launch Silver Lion
Outdoor Use of Outdoor: Use of Ambient Outdoor Bronze Lion

Credits & Description

Title: No Metro
Agency: Shackleton
Brand: Sony Pictures Spain
Country: Spain
Entrant Company: Shackleton, Madrid
Advertising Agency: Shackleton, Madrid
Pr Agency: Shackleton, Madrid
Production Company: Shackleton, Madrid
Executive Creative Director: Juan Silva (Shackleton)
Audiovisual Production Manager: Manuela Zamora (Shackleton)
General Manager: Lucía Angulo (Shackleton)
Agency Producer: Cristina Cortizas (Shackleton)
Brand Director: Jaime Díez (Shackleton)
Account Executive: Tasso Rodríguez (Shackleton)
Copywriter: Manuel Echavarri (Shackleton)
Art Director: Pablo Sforza (Shackleton)
Account Executive: Jair Rodríguez (Shackleton)
Editor: Paco Carpio (Shackleton)
Synopsis:
Ghostbusters was back on our cinema screens after 20 years, and we had to devise a special action to promote the release. The challenge? To create and develop a campaign that could communicate the release of the new film and at the same time attract the attention of both the fans of the first sagas, as well as a new generation.
Relevancy:
Because we managed to achieve the following:-Multiple media outlets echoing our content, promoting the release of Ghostbusters with zero advertising investment.
Campaign Description:
No Metro is a ghost train that you can hear, but you cannot see. There are loudspeakers and hidden cameras located in the busiest metro station in the city. Passengers are waiting for their train. We set off our progressive sound programme that accurately reproduces the sound of the metro: the train approaching, the brakes, the doors opening, the doors closing, the train leaving the station. Just like a ghost! Passengers could hear it but they couldn’t see it. And at the peak moment of surprise and expectation, the legendary Ghostbusters sound track begins to play while the display panels in the station announce the remake of the film.The video was shared across social networks, announcing the existence of paranormal phenomena in Madrid’s Metro.
Outcome:
In less than 3 days, with zero advertising investment, the paranormal phenomenon became a viral phenomenon. - >100,000 shares.- >5 million views (on Facebook).- >300 media outlets reached all over the world.
Strategy:
We wanted to show that ghosts were literally arriving at the city. Using the most iconic elements of the film (soundtrack and logo) we created an experiential action specifically targeted at the more adult public who already knew the film franchise. Strategically, we uploaded a video of the action to SM, with the objective of reaching a new generation – a generation who get their information and interact on social networks. We knew that if we could manage to make an impact on the youngest members of society, the promotional video of the film would go viral. Furthermore, to capture the attention of the media, we took advantage of the fact that the release of the film coincided with several of the city’s metro lines being closed for work, informing them, via the video of the action, that we had evidence that “paranormal phenomena” were responsible for the closure
Execution:
It’s 10:30 am, at a Metro station. We placed loudspeakers and hidden cameras strategically all along the platform, and settled down to wait. When the passengers are on the platform the progressive sound programme system is activated. People start to hear the sound of a train approaching, but they can’t see anything. A wall of sound makes its entrance, blasting into the platform. It comes to a halt. Doors are heard opening and closing. The train sounds its whistle before leaving the station. And yet, they still see nothing. Then, when it seems that a ghost train has left the station, music starts to play – The Ghostbusters’ film soundtrack, revealing the true nature of the action and the arrival of a new film. We shared the video of the action across SN. After a few days, it went from being a paranormal phenomenon to a viral.