Walt Disney Promo, Case study TRON.LEGACY by BBDO Russia Group

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TRON.LEGACY

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Industry Culture, Leisure & Sport
Media Promo & PR, Case study
Market Russia
Agency BBDO Russia Group
Released October 2010

Credits & Description

Category: Best Use of Outdoor
Advertiser: THE WALT DISNEY COMPANY
Product/Service: TRON.LEGACY
Agency: BBDO RUSSIA GROUP
Date of First Appearance: Oct 1 2010
Entrant Company: BBDO RUSSIA GROUP, Moscow, RUSSIA
Media Director: Pavel Dolzhenkov (Media Instinct)
Production Director: Vadim Vakulenko (Media Instinct)
Media placement: OOH - 3X6 billboards - 1 October 2010

Insights, Strategy & the Idea
Tron.Legacy is a 2010 American science fiction film. Tron is a 3D high-tech adventure set in a digital world. One of the most expensive and hi-tech films of our days. In Russia it was released in the end of December 2010.
The objective - to transfer the virtual film atmosphere to OOH.
The main creative idea - to create 3D virtual images visually matching the Tron heroes.
We used the extenders to create the illusion of the 3D format that the film was shot in and original light dynamics to enliven a picture and to create dynamics illusion.

Creative Execution
Media channel: Outdoor format 3X6.
Dates: October-November 2010 before the release of the film.
Geography: major cities in Russia including Moscow and Saint Petersburg. Tron outdoor was placed on the main streets on the way to the cinemas, which help us to increase the amount of Tron viewers.
Tron outdoor images visually stood out from the urban landscape and attracted attention even from a distance. The designs underlined the ad message and raised efficiency of communications.

Results and Effectiveness
Results
2 394 031 viewers for 3 weeks of Tron.Legacy in Russia.
21 294 410 $ in Russian box office.
The best Box office results in December in Russia.