HEADLESS HORSEMAN by DDB Melbourne for Australian centre for the moving image

HEADLESS HORSEMAN

Pin to Collection
Add a note
Industry Shows, Events & Festivals
Media Promo & PR, Case study
Market Australia
Agency DDB Melbourne
Executive Creative Director Grant Rutherford
Art Director Ben Green, Lee Sunter
Copywriter Pat Lennox, Andre Hull
Released June 2010

Credits & Description

Category: Best Use of Special Events and Stunt/Live Advertising
Advertiser: AUSTRALIAN CENTRE FOR THE MOVING IMAGE
Product/Service: TIM BURTON EXHIBITION
Agency: DDB GROUP MELBOURNE
Date of First Appearance: Jun 24 2010
Entrant Company: DDB GROUP MELBOURNE, AUSTRALIA
Executive Creative Director: Grant Rutherford (DDB Group)
Group Creative Director: Glen Dickson (DDB Group)
Group Creative Director: Ruben Cirugeda (DDB Group)
Copywriter: Pat Lennox (DDB Group)
Copywriter: Andre Hull (DDB Group)
Art Director: Ben Green (DDB Group)
Art Director: Lee Sunter (DDB Group)
Media placement: LIVE STUNT - AT OUTLET - 24/6/2010

Insights, Strategy & the Idea
After huge success in New York, TIM BURTON: THE EXHIBITION arrived in Melbourne. ACMI (Australian Centre for the Moving Image) had the exclusive. People knew of Burton’s films but not the artist behind them. Films like Batman, Alice in Wonderland and Sweeney Todd. A mainstream campaign followed from the New York show, but our objective was to get people to the exhibition in a fun and engaging way. Tim Burton himself had to approve of the concept. We needed a fresh, (very) inexpensive direct solution to get people through the turnstiles. We specifically wanted to target families, as the exhibition opened during school holidays.

Creative Execution
With a captive audience of parents and children milling around the CBD looking to be entertained, we decided to offer free carriage rides to the exhibition, direct from the city centre, driven by a headless horseman.

The gothic carriage drew inspiration from Burton’s macabre and odd sense of humour in films such as Sleepy Hollow. Not only did the carriage create a visual spectacle around Melbourne, it also gave people a taste of what to expect from the Tim Burton exhibition. The target attendance numbers were ambitious 160,000 visitors in 110 days. This figure had been set by last year’s Pixar exhibition, which held the record for highest number of visitors in ACMI’s history.

Results and Effectiveness
The outdoor stunt generated huge attention amongst local press and media. Opening week visitor numbers swelled to 23,150, making it ACMI’s most successful opening week of all time.

In one day alone more than 4227 people came through the doors, again setting a new attendance record (previous 3603).

In a 5-week period total visitor numbers were 109,000, compared to the target number of the Pixar exhibition in the same 5-week period of 62,000.

TIM BURTON: THE EXHIBITION has been the most successful in ACMI’s history.