20th Century Fox Promo, Case study AVATAR by Vizeum


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Industry Records & Cinema Production, TV Channels/Radio Stations and Programmes
Media Promo & PR, Case study
Market United States
Agency Vizeum
Released August 2009

Credits & Description

Category: Best Use of Integrated Media
Product/Service: FILM
Date of First Appearance: Aug 1 2009 12:00AM
Entrant Company: VIZEUM , Los Angeles, USA
Entry URL: http://salesdemo.unicast.com/vla/asset/demo/4443_184617/index.html
Co-President Marketing: Paul Hanneman (20th Century Fox International Theatrical)
Co-President Marketing: Tomas Jegeus (20th Century Fox International Theatrical)
Senior Vice President Marketing: Kieran Breen (20th Century Fox International Theatrical)
Vice President Media: Mark Gent (20th Century Fox International Theatrical)
Vice President EMEA: Todd Huntley (20th Century Fox International Theatrical)
Vice President Product Marketing: Britta Gamper (20th Century Fox International Theatrical)
Senior Vice President PR: Hillary Clark (20th Century Fox International Theatrical)
Vice President Internet Wireless: Bettina Sherick (20th Century Fox International Theatrical)
Head of Strategy: Robert Kabus (Vizeum Global Management)
International Director Communications Planning: Steve Peace (Vizeum Global Management)
Assistant Director: Michael McCoy (Vizeum UK)
Director Communications Consulting: Thorsten Gabriel (Vizeum Germany)
Supervisor: Susanna Motta (Vizeum Italy)
Media Planner: Aidan Doherty (Vizeum Ireland)
Media Planner: Hakon Gerner (Vizeum Norway)
Account Manager: Therese Bengtsson (Vizeum Sweden)
Connections Planner: Lene Matthiesen (Vizeum Denmark)
Account Coordinator: Tiny Peeleman (Vizeum Belgium)
Account Director: Maria Alarcon (Vizeum Mexico)
Group Director: Shoji Yamasaki (Vizeum Japan)
Media placement: In-Theater - In-Theater Reveal Of 16 Minutes Of Footage - 21/08/2009
Media placement: Online - Pan Regional MSN Homepage Takeover With First Ever ‘glider’ Unit That Slides Hom - 23/11/2009
Media placement: Online - Pan Regional MySpace Takeover, Domination Of The Login Page Fully Branded As Pan - 23/11/2009
Media placement: Outdoor - 96 Sheets X 6 Volumetric Placement At Cromwell Rd. Intersection In London - 30/11/2009
Media placement: Outdoor - Largest Projection In The World On 11 Story Core Pacific City Mall In Taipei, Ta - 08/12/2009
Media placement: Television - Television Features Ranging From 15 Minutes To 23 Minutes Aired Across A Variety - 07/11/2009
Media placement: Print - Pan Regional Metro Multi-Page Full Colour Insert And Cover - 18/12/2009

Results and Effectiveness
Avatar grossed $1.9 billion internationally and counting, making it the highest grossing film of all time (according to www.boxofficemojo.com). The previous record holder was Titanic, which required over 250 days grossing $1,242,413,080. There are many elements that affect overall box office success on a film and the media campaign is only one contributing factor. One can measure that contribution, however, via awareness levels for the film. The 17 territories involved in the media campaign were able to achieve over 80% awareness for the opening weekend, or 128% greater awareness levels than the average movie campaign as measured by OTX.

Creative Execution
The most motivating element was the film itself. “Restrained showmanship” meant fewer, more spectacular ways to showcase Avatar through media. We launched the film into the public consciousness with a global “Avatar Day” across more than 300 screens to show 16 minutes of the film to spur positive word of mouth about the 3D visual effects. This inspired PR and word-of-mouth, bridging us until the next stage. OOH became our visual statement of scale; high profile public places were transformed into the world of Avatar through an array of placements, installations and projections. TV became moviegoers’ conduit to the stories, conflicts and magic of Pandora. We consistently captivated audiences through prolific, big screen-worthy, high interest programming. Major publications, which promoted Avatar’s visionary filmmaking, also became forums for the film’s detailed imagery. Online, a series of media-firsts propelled a global Avatar conversation. This approach was embraced across all 17 international markets.

Insights, Strategy & the Idea
“Avatar” is James Cameron’s first feature since “Titanic” in 1997. Given Titanic’s success (highest grossing film of all time) the expectations for his new film were high. The stated goal was to make this the biggest movie of the decade. The hope was for Avatar to be the biggest movie ever. The central insight was ‘epic restraint’. Avatar was the biggest budget film ever produced, created by the most successful filmmaker in history. It wasn’t about screaming for attention - it was about orchestrating expectations. Convince moviegoers it’s truly an epic cinematic experience, not a marketing spectacle. We would bring anticipation for Avatar to a boil through “Restrained Showmanship” - releasing film materials at a deliberate pace and valuing immersion over ubiquity. Specifically, we decided to: 1. Showcase the scale of the film… through re-imagining media environments. 2. Showcase the visionary filmmaking … by leveraging pioneering media technology.