United International Pictures Promo, Case study WOLFMAN CLAWS by Initiative


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Industry Records & Cinema Production
Media Promo & PR, Case study
Market Colombia
Agency Initiative
Client Service Director Ivan Cely
Released March 2010

Credits & Description

Category: Best Use of Special Events and Stunt/Live Advertising
Product/Service: MOVIE
Date of First Appearance: Mar 19 2010
Marketing Director: Mónica Estrada (UIP)
Client Service Director: Ivan Cely (INITIATIVE)
Account Director: Alejandro Torres (INITIATIVE)
Planner: Catalina Peláez (INITIATIVE)
Media placement: Press - ADN - 19 March, 2010

Insights, Strategy & the Idea
Horror exists only in movies? Not really…Horror could be everywhere and makes us reach the limits of our actions. Because horror gets us out of our context and creates GREAT IMPACT; cause fear leads us to do unthinkable things.
We had to surprise our target by finding the best way to make them assist massively to watch a great movie with a tight budget: THE WOLFMAN.
Horror gets a hold of the streets; generating and creating anxiety and continuous encounters with the lycanthrope icons to connect the captive and potential target. Newspapers will be our platform to meet horror and fear with the consumer.

Creative Execution
The terror got a hold of Bogotá and more than 5,000 WOLFMAN claws invaded the entire city.
The rounds men of the biggest circulation free newspaper of Bogota used the hairy and wrinkled WOLFMAN claws to distribute ADN tabloids during the launching week of the film, generating a terrific horror experience on the target.

Results and Effectiveness

We accomplished 135% ticket sales fulfilment in only the premiere weekend of the film. The huge multisensory and emotional impact boosted a strong word of mouth.
The WOLFMAN horror came over whole the city.