CASE STUDY: 20th Century Fox Blu-ray Promotion Campaign

Provided by Future Publishing Ltd
20th Century Fox worked with Future to create a campaign to persuade consumers to upgrade to Blu-ray during recession Britain.

What was the Challenge / Background of the Campaign?

20th Century Fox set us a challenge-to sell back catalogue film on Blu-ray. With over 600 releases on Blu-ray/DVD each month, how do you persuade consumers to purchase movies and upgrade to Blu-ray, given they already own the film in DVD format? Future's entertainment and tech portfolio reaches a mass Blu-ray hardware audience of 1.6m, who list film as one of their primary passions. Total Film's audience alone is responsible for 15% of all Blu-ray purchases in the UK. The Future portfolio offers a highly efficient means to reach a mass audience with minimal wastage.

What was the Campaign Objective?

Build awareness and increase purchase at at time when Britain is in a financial recession.

What was the Solution?

The creation of 'Better on Blu-ray' a multi-brand, cross-platform campaign which leveraged the editorial credibility and trusted authoritative voice of Future's brands. The campaign featured impactful advertorials, online display activity and the creation of a Fox 'Better on Blu-ray' channel on Totalfilm.com, which brought the films to life and provided compelling reasons to upgrade to Blu-ray.

What were the Results?

The campaign was a huge success! The campaign had a 48% recall, and purchase intent increased by 10% versus those unexposed to the campaign. The QR code response rate was 100% more efficient than national newspapers, supplements or consumer lifestyle titles. There was a 13% increase in claimed ownership of Fox Blu-rays among those exposed and click-through rates were 30% above average.

What were the Key Learnings of this Campaign?

Our campaign persuaded consumers to upgrade in recession Britain. A multi-touchpoint campaign among Future's high-value Blu-ray audience prompted changed in claimed behavior and high interaction levels.

printer friendly version
BudgetReach & FrequencyTarget AudienceMedia Used
Contact for detailsFilm lovers, 16-35, male skew.
16 - 24
25 - 34
Male
ABC1
C2
MAGS / CONSUMER
ONLINE / VIDEO
RETAIL MEDIA
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NATIONALAll YearBUILD AWARENESSBRANDED CONTENT / MAGAZINES / PRESS
BRANDED CONTENT / ONLINE
SALES PROMOTION
SHOPPER MKTG
Many more ideas on GetMeMedia.com   Click here to register and view them!
Need some fresh ideas?
Try our Briefing Service
      

Search for Ideas

      
            

Age

            
select
            

Gender

            
select
            

Media Route

            
select
            

Marketing Route

            
select
            Full Search Options       
Getmemedia.com is the place for brands and their agencies to find marketing ideas, media insight and sponsorship solutions.

Sign Up

Register now to find out more about Getmemedia.com Agencies Marketers Media/Rights Owners
Need some fresh ideas?
Try our Briefing Service