IAA PAC 2013 Brief Response

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Response to brief from Universal Studios at the IAA PAC Course 2013.

Response to brief from Universal Studios at the IAA PAC Course 2013.

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  • 1. I TRY TO LIVE EVERY DAY AS IF IT WERE THE FINAL DAY. THESE ARE THE LITTLE BITS OF MY EXTRAORDINARILY ORDINARY LIFE
  • 2. 2 #liveandrelive
  • 3. 3 OBJECTIVES & MEASUREMENT Awareness GRPs, Impressions Engagement Facebook Entries, QR Scans Sales Tickets, Box Office Ratings WOM Shares, Blog Posts, PR
  • 4. 4 • 173% more likely to say rom-coms are their favourite films • 134% more likely to watch a film at the cinema than on TV • 82% more likely to share content through mobile • Men in relationships are 83% more likely to see rom-coms TARGET AUDIENCE Females 15-49 – Single Couples 15-49 Rom-com Fans Source: TGI
  • 5. COMPETITIVE LANDSCAPE 5
  • 6. 6
  • 7. 7 PICADILLY CIRCUS SOMERSET HOUSE CINEMA  PREVIEW’S PUBLIC TRANSPORT THE LOUVRE SYDNEY OPERA HOUSE EXECUTION
  • 8. MEDIA STRATEGY 8C
  • 9. OWNEDEARNEDBOUGHT CAMPAIGN INTEGRATION EXCITE & INVITE EDUCATE EXPERIENCE AMPLIFY TV blipverts OOH special builds Online: Mirrors TV PR #liveandrelive #liveandrelive #liveandrelive Online: Mirrors TV PhotoboothsLive cinema Live cinema WOM WOM
  • 10. REVENUE EXPECTATIONS 10 48% 2% 11% 11% 7% 5% 6% 7% 2% 1% UK Russia Australia Germany Spain France Italy Korea Brazil Mexico Campaign Goals  Gross revenue: $135,000,000  Theatre cut: 40%  Net revenue: $81,000,000  Avg. ticket price: $10  Tickets to sell: 13,500,000
  • 11. 11