SAW 3D CINEMA-PROMOTION by Saatchi & Saatchi Dusseldorf for Ufa Theatre & Co.

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SAW 3D CINEMA-PROMOTION

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Industry Cinemas, Theatres & Concert Halls, Records & Cinema Production
Media Promo & PR
Market Germany
Agency Saatchi & Saatchi Dusseldorf
Executive Creative Director Stephan Zilges
Creative Director Marco Obermann
Art Director Jean-Pierre Gregor
Released November 2010

Credits & Description

Category: Best Use of Guerilla Marketing in a Promotional Campaign
Advertiser: UFA-PALAST
Product/Service: SAW 3D
Agency: SAATCHI & SAATCHI DÜSSELDORF
Date of First Appearance: Nov 12 2010
Entrant Company: SAATCHI & SAATCHI DÜSSELDORF, GERMANY
Executive Creative Director: Stephan Zilges (Saatchi & Saatchi Duesseldorf)
Creative Director: Marco Obermann (Saatchi & Saatchi Duesseldorf)
Art Director: Jean-Pierre Gregor (Saatchi & Saatchi Duesseldorf)
Coywriter: Till Koester (Saatchi & Saatchi Duesseldorf)
Junior Art Director: Thomas Demeter (Saatchi & Saatchi Duesseldorf)
Junior Copywriter: Philipp Hentges (Saatchi & Saatchi Duesseldorf)
Etat Director: Marco Golbach (Saatchi & Saatchi Duesseldorf)
Junior Account Executive: Nora Hetzelt (Saatchi & Saatchi Duesseldorf)
Media placement: Wobblers - Wobblers Were Attached To Parking Cars In The UFA-Palast's Garage - 12 November 2010

Describe the objective of the promotion.
Develop a consumer promotion for the UFA Palast movie theatres promoting Saw 3D.

Describe how the promotion developed from concept to implementation.
What would be a better setting for a horror-movie-promotion than a dimly-lit parking garage? More precisely: the UFA-Palast’s parking garage. While a different movie is being shown in the movie theatre, the promotion team attached wobblers depicting Jigsaw’s face to cars - always in sight of the rearview camera. When the moviegoers were about to leave and reverse their cars, a scary image could be seen on the screen: Jigsaw’s bizarre and scary grimace. After the first shock and astounded looks behind the car, the surprised moviegoers found the announcement to the release of Saw 3D – on the wobblers’ back side.

Explain why the method of promotion was most relevant to the product or service.
Thanks to state-of-the-art 3D technology, the final Saw movie is closer to the audience than ever before. So we wanted to give the target audience a little foretaste of the most real horror movie of all time.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The wobbler became a much sought-after souvenir with the moviegoers. And in the UFA theatres Saw 3D had the most successful opening week of all seven Saw movies.
Saw 3: 900 visitors, revenue: 7097,00€
Saw 4: 1,483 visitors, revenue: 11046,00 €
Saw 5: 1,400 visitors, revenue: 10052,00 €
Saw 6: 978 visitors, revenue: 7430,00 €
Saw 7(3D): 1,503 visitors revenue: 14167,00 €