Sony Pictures Promo, Case study SKYFALL THEATRICAL LAUNCH [video] by OMD London

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SKYFALL THEATRICAL LAUNCH [video]

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Industry Records & Cinema Production
Media Promo & PR, Case study
Market United Kingdom
Agency OMD London
Released March 2013

Credits & Description

Advertiser: SONY PICTURES RELEASING INTERNATIONAL
Agency: OMD INTERNATIONAL
Category: Publications & Media
Digital Manager: Ali Reid (OMD International)
Senior Digital Planner: Andy Sampson (OMD International)
Executive Director: Matt Styant (OMD International)
Managing Director: Damian Winstanley (OMD International)
Account Manager: Maria Spathari (OMD International)
Execution
Our strategy capitalised on the perfect storm with the eye over the UK during 2012; the Queen’s Jubilee, the Olympics which coincided with the filming of Skyfall in London, and the franchise’s 50th Anniversary. We rode the wave of British patriotism and curiosity around British traditions to encourage audiences to see Skyfall in cinemas. At its heart was the ‘British Embassy of Bond’. We created ownable hubs of communication that acted as concrete pillars for the campaign. Dominant large-scale OOH installations, Bond branded entire TV-breaks and tenancy placements in digital created stature and permanence in the executions.Bond’s iconic 007 logo was implemented in executions and in some cases used exclusively for branding; people see the logo and instantly know its meaning. We created flags, not advertising, as symbolic as the Union Jack to act as a visual rallying call to the movie.
Effectiveness
Skyfall is the 7th highest grossing film ever (#1 in UK), earning over $1.09bn worldwide and reaching #1 at the box office in 19 EMEA markets. Our campaign drove success by smashing all benchmarks set from previous Bond releases: attracting over 3.7m unique visitors to local sites, 20% over goal. Versus Quantum of Solace, we delivered 115% greater unique visits, and double the trailer views. Skyfall had reached new heights, becoming the largest grossing UK movie of all time, surpassing the likes of Avatar and Titanic.…defining Bond as the one true British hero, for the most successful Sony release ever!
Strategy
HOW DO YOU BEAT JAMES BOND JUMPING FROM A HELICOPTER WITH THE QUEEN? YOU DON’T; THE CHALLENGE IS SUSTAINING INTEREST 4 MONTHS AFTER THE STUNT.Skyfall, the 23rd film in the franchise, posed unique challenges. Four years after Quantum of Solace, which many perceived as a low point in the franchise, we needed to re-invigorate enthusiasts whilst also drawing in a new generation of Bond fans who may not have seen any of the pre-Daniel Craig films. We faced a packed Holiday release calendar including The Hobbit amongst other Oscar contenders and the additional creative challenges that come with preserving an iconic brand.The insight was that there were two legacies we needed to rework for new audiences; the heritage of Bond and also that the UK could deliver first-rate global entertainment. We were advertising the history, authenticity and modern relevance of an icon and the birth-place of that icon.