Blockbuster De Guatemala Promo, Case study STAR TREK by Ogilvy & Mather Guatemala

STAR TREK

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Industry TV & Video Rentals
Media Promo & PR, Case study
Market Guatemala
Agency Ogilvy & Mather Guatemala
Creative Director Miguel Mayen, Herberth Monterroso Ogilvy
Art Director Fernando Mira
Copywriter Alex Barrera
Producer Gabriel Bustamante, Victor Pérez, Jose Ríos
Photographer Alfredo Artiga Ogilvy
Account Supervisor Gustavo Alejos
Released March 2010

Credits & Description

Category: Best Use of Outdoor
Advertiser: BLOCKBUSTER GUATEMALA
Product/Service: MOVIE DVD
Agency: OGILVY GUATEMALA
Date of First Appearance: Mar 15 2010
Entrant Company: OGILVY GUATEMALA, GUATEMALA
Chief Creative Officer: Ramiro Eduardo (Ogilvy Guatemala)
Creative Director: Herberth Monterroso (Ogilvy Guatemala)
Creative Director: Miguel Mayen (Ogilvy Guatemala)
Copywriter: Alex Barrera (Ogilvy Guatemala)
Art Director: Fernando Mira (Ogilvy Guatemala)
Photographer: Alfredo Artiga (Ogilvy Guatemala)
Account Supervisor: Gustavo Alejos (Ogilvy Guatemala)
Media Director: Ana Luisa Yurrita (Ogilvy Media)
Producer: Gabriel Bustamante (Ogilvy Guatemala)
Producer: Victor Pérez (Ogilvy Guatemala)
Production House: Edgar Ramirez (16 mm)
Sound Design: Ender Barrientos (30 Segundos)
Producer: Jose Ríos (Ogilvy Guatemala)
Media placement: 2 Digital Outdoor Poster Sites - Imágenes Urbanas - 15 March 2010

Insights, Strategy & the Idea
Many movies come to Guatemala 2 to 4 months after their international premieres. This was the case with the Star Trek DVD launch. Our main objective was to motivate young men and women, 15-30 years old, ABC+ SEL, to buy or rent the movie despite its availability through pirate copies and internet downloads for over 4 months.

Creative Execution
Blockbuster brought the Star Trek experience to outdoors by making Captain Kirk and Spock cross the street without using the zebra crossing.
We transformed two standard outdoor poster sites into digital screens in "La Zona Viva", the most affluent zone of pubs and restaurants in Guatemala City. These two screens showed the tele-transportation of the Star Trek’s movie poster from one corner to the other.

Results and Effectiveness
After two weeks of advertising with a total investment of US$ 4,250 (less than a news paper full page ad) and with only these two digital posters, Blockbuster achieved a 73% increase in all Star Trek and Sci Fi video sales and rentals.