Warner Bros. Promo, Case study INCEPTION MAPPING by Mediacom Buenos Aires

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INCEPTION MAPPING

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Industry Publishing, streaming & media, Records & Cinema Production
Media Promo & PR, Case study
Market Argentina
Agency Mediacom Buenos Aires
Art Director Miguel Quipildor
Copywriter Silvina Catardi
Released July 2010

Credits & Description

Category: Best Use of Ambient Media: Large Scale
Advertiser: WARNER BROS
Product/Service: INCEPTION
Date of First Appearance: Jul 27 2010
Entrant Company: MEDIACOM, Buenos Aires, ARGENTINA
Entry URL: http://www.youtube.com/watch?v=pBrWDmCGyOQ
Marketing Director: Maica Trimarco (Warner Bros.)
Promo & Advertising: Luciana Ozdy (Warner Bros.)
PR: Mariana Mutri (Warner Bros.)
Entertainment Director: Adriana Vigil (GroupM)
Production: Christian Menendez
Production: Mariano Fabre
Copywriter: Silvina Catardi
Art Director: Miguel Quipildor
Account Director: Karina Rittor (MediaCom)
Media placement: Outdoor. - Law University B.A. - July 2010

Insights, Strategy & the Idea
In July 2010 our client, Warner Bros. launched a movie called INCEPTION. We had to promote this movie, knowing that it would be a huge success due to its script and special effects.
We also wanted to generate press around this event so that it would give us the opportunity to promote the movie and to convince the audience to go and see it.
Along with this came a big challenge to us, first of all because every single action to promote the movie had to keep up with technology that the movie has, and second of all because our target was very demanding. They love special effects and while seeing this they get really excited, even more if it is a rewarding experience to them.

Creative Execution
We wanted to recreate live the special effects of the movie. Explosions, implosions, floods, trains that goes through buildings, etc. In order to do this, we had to appeal to the Video Mapping technique, that has never been used before. We chose one of the most breathtaking and crowded scenery in our town: Buenos Aires Law School.
We manage to flood and explode that gigantic building and it fractionated into thousands of shapes along with the soundtrack of the movie. It was a 5 minute show that was repeated 8 times in 3 hours the night of the 27th of july, 2010.
Watch the show http://www.youtube.com/watch?v=pBrWDmCGyOQ

Results and Effectiveness
About 3,000 people saw the show that night. The most important media (radio, tv, and online) broadcast the live show and also before and after the movie, leading to viralization.
We got in press the equivalent of US$200,000 in comparison to paid media guidelines.
More than 2.000 people saw the video on Facebook and YouTube during the following week.
The most important part of this is that INCEPTION ranked first in the charts in just one week.