LIGHTSABER AD COLUMN by Jung Von Matt/Spree Berlin for CAPELIGHT PICTURES

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LIGHTSABER AD COLUMN

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Industry Business equipment & services, Corporate Image
Media Promo & PR
Market Germany
Agency Jung Von Matt/Spree Berlin
Creative Director Philipp Barth, Holger Oehrlich
Art Director Matthias Grotter, Alexander Tibelius, Robert Jedam
Copywriter Gert Schilling
Account Supervisor Verena Vogt
Released July 2009

Credits & Description

Category: Ambient Promotion: Large Scale
Advertiser: CAPELIGHT PICTURES
Product/Service: FANBOYS FILM PREMIERE
Agency: JUNG von MATT
Date of First Appearance: Jul 30 2009 12:00AM
Entrant Company: JUNG von MATT, Hamburg, GERMANY
Creative Director: Philipp Barth (Jung Von Matt)
Creative Director: Holger Oehrlich (Jung Von Matt)
Art Director: Matthias Grotter (Jung Von Matt)
Art Director: Alexander Tibelius (Jung Von Matt)
Art Director: Robert Jedam (Jung Von Matt)
Copywriter: Gert Schilling (Jung Von Matt)
Account Supervisor: Verena Vogt (Jung Von Matt)
Agency Producer: Anja Geib (Jung Von Matt)
Technical Supervisor: Julia Boehmer
Media placement: Advertising Column - In Front Of The Zoo Palace Cinema, Berlin - 30 July 2009

Describe the objective of the promotion.
'Fanboys' is a movie about passionate Star Wars fans. It celebrated its German premiere in Berlin. The challenge was to make the movie premiere a sensation.

Describe how the promotion developed from concept to implementation
There was an advertising column in front of the cinema. We turned it into a promotion tool: A gigantic lightsaber. The column became the holder, a 7000-Watt beamer formed the blade. An eye-catching installation that reached far more people than a normal advertising column ever could. It attracted people to come around and see what was going on. The beam could be seen within miles.

Describe the success of the promotion with both client and consumer including some quantifiable results
The premiere was not only sold out - it became an attraction with a huge audience. The lightsaber column was featured in lots of press releases, websites, forums and blogs. The idea was so successful that a picture of the lightsaber column was even shown on the official Blu-ray Disc.

Explain why the method of promotion was most relevant to the product or service
The lightsaber is the most famous symbol for Star Wars. All the fans love it. It is used on the movie posters as well.