Sony Pictures Promo THE GREAT DVD AMNESTY by Iris Sydney

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Industry Records & Cinema Production
Media Promo & PR
Market Australia
Agency Iris Sydney
Copywriter Jasun Vare, Barry Farrington
Designer Morris Rojas, Ronald Acevedo
Photographer Chris Plummer, Plummer Kennedy Conspiracy
Released October 2010

Credits & Description

Category: Best Integrated Campaign Led by Promotion and Activation
Product/Service: DVD COLLECTION
Date of First Appearance: Oct 25 2010
Entrant Company: IRIS SYDNEY, Sydney, AUSTRALIA
Entry URL:
Creative Director/Copywriter/Art Director: Tom Hoskins (iris Sydney)
Senior Digital Creative: James Griffiths (iris Sydney)
Group Account Director: Alasdair Roberstson (iris Sydney)
Planning Director: Ian Cassidy (iris Sydney)
Copywriter: Barry Farrington
Copywriter: Jasun Vare (iris Sydney)
Account Manager: Anna Buckley (iris Sydney)
Designer: Morris Rojas (iris Sydney)
Retoucher: Ian Connor (iris Sydney)
Photographer: Plummer/Kennedy Conspiracy
Designer: Ronald Acevedo (iris Sydney)
National Marketing Manager: David Flanagan (Sony Pictures Home Entertainment)
Product Manager: Jemesie Christo (Sony Pictures Home Entertainment)
Media placement: Point Of Sale - On Pack Promo - Big W, JB Hi-Fi, Woolworths, Kmart, Target, Video Ezy, Coles - 18 October 2010
Media placement: Microsite - Online - 25 October 2010
Media placement: TV - 30 Second Spot - Channel 9, Foxtel - 1 November 2010
Media placement: Radio- 30 Second Spot - Nova, Classic Rock - 1 November 2010
Media placement: TV - 30 Second Spot - Channel 9, Foxtel - 1 November 2010

Describe the objective of the promotion.
Sony Pictures' New Release and Classic Movie DVD titles had been selling as well as could be expected. The Core Catalogue Collection (all the movie titles in between), however, was in steep decline. The objective of the promotion was to create a sales spike for the Core Collection in a very price sensitive market - whilst enhancing the Sony Pictures brand. It is notoriously difficult to engage the DVD selling trade. We needed a promotion with cut through in a very cluttered market, that was easy to understand, easy to enter and one with which retailers would love to get involved.

Describe how the promotion developed from concept to implementation.
Research revealed a major barrier to purchasing new movie titles is that people simply do not have enough room in their DVD collections. The Great DVD Amnesty gave them the opportunity to send in their old DVDs and receive five dollars cash back. This was then redeemable against purchases from the Sony Pictures Core Catalogue Collection (which we put in specially marked cases). The Amnesty needed a spokesperson. Who better than one of the big names from those movies from the '80s and '90s that were haunting their DVD collections? Jean-Claude Van Damme.

Explain why the method of promotion was most relevant to the product or service.
Movie buffs love movie stars - even faded ones. By using Van Damme to tell people they could get five dollars for their unwanted DVDs, we not only reminded them of some of the awful movies they might want to get rid of, but of the movies out around the same time that they might love and wish to add to their collections. Rather than a straight price discount, the five dollar trade-in mechanic allowed real campaign involvement, that was further enhanced online where people could interact with Jean-Claude. Like him or not, everyone remembers Jean-Claude Van Damme.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The DVD and Blu-ray market in Australia has been in decline now for many years with consumers choosing to purchase movies online. The commercial objective of the campaign therefore was not about reversing this decline, but about gaining a bigger share of a declining market. To this point, the campaign proved extremely successful and market share grew from 11.1% in the forth quarter of 2009 to 12.3% across the same period in 2010. Whilst a percentage increase of 1.2% might not seem very much, it far exceeded the client's forecast and was the highest increase in share for 7 years.