FOR
Introduction
Sony Pictures Releasing Italia is the distributor of the films listed by Sony Pictures
in Italy and worldwide...
About the product
One of the latest films listed by Sony Pictures.

In this remake of the film from 1974 armed men hijack ...
Marketing problem
For the launch of the film we were asked by Sony risolve two fundamental marketing
problems:

    1. The...
Solution
Our solution consisted of an integrated campaign with two key activities:

    1. A high impact ATL campaign base...
Result
The result of the campaign was a success, measured with the following variables:

    1. The film arriving at a thi...
Examples - material




Tutti i diritti riservati - Copyright 2009
Examples - train striping




Tutti i diritti riservati - Copyright 2009
Examples - website




Tutti i diritti riservati - Copyright 2009
THANK YOU FOR YOUR ATTENTION




Tutti i diritti riservati - Copyright 2009
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Pelham 123 Launch Campaign Result

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Results of our launch of the film "The Taking of Pelham 123" in Italy

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Pelham 123 Launch Campaign Result

  1. 1. FOR
  2. 2. Introduction Sony Pictures Releasing Italia is the distributor of the films listed by Sony Pictures in Italy and worldwide. SPQR Network is the agency responsible for the marketing of the films in Italy, primarily regarding digital media and non conventional marketing. Tutti i diritti riservati - Copyright 2009
  3. 3. About the product One of the latest films listed by Sony Pictures. In this remake of the film from 1974 armed men hijack a New York City subway train, holding the passengers hostage in return for a ransom, and turning an ordinary day's work for dispatcher Walter Garber (Denzel Washington) into a face- off with the mastermind Ryder (John Travolta) behind the crime. Released in Italy the18th of September 2009. Tutti i diritti riservati - Copyright 2009
  4. 4. Marketing problem For the launch of the film we were asked by Sony risolve two fundamental marketing problems: 1. The film is a remake of a film originally released in the 1960’s, practically unknown to the italian audience. 2. The plot is weak, with the main actors John Travolta and Denzel Washington as the only distinctive elements. The objective was to reach a high awareness among the general public about the film and the release date, in a periode wich is especially difficult in Italy because of the vacations during the month of August, and the practically empty theaters during the summer. Tutti i diritti riservati - Copyright 2009
  5. 5. Solution Our solution consisted of an integrated campaign with two key activities: 1. A high impact ATL campaign based on the plot of the film (hostage situation in the subways) and engaging copywriting. The campaign was concentrated to the italian subways, and featuring newspaper ads, billboard posters and striping of the trains. 2. A guerilla / street marketing campaign centered around a competition urging the subway commuters to look out for Ryder (John Travolta) look-a-likes. Finding, and thus stopping the kidnapper, guaranteed the possibility to participate in a competition with a one week trip to New York as the main price. The activities featured distribution of flyers, actors, newspaper ads, post-it notes and a fake newspaper cover all linking to a campaign site. Tutti i diritti riservati - Copyright 2009
  6. 6. Result The result of the campaign was a success, measured with the following variables: 1. The film arriving at a third place in the box office listings for the premiere weekend. 2. A high general awareness about the film. 3. Thousands of people participating in the competition. Tutti i diritti riservati - Copyright 2009
  7. 7. Examples - material Tutti i diritti riservati - Copyright 2009
  8. 8. Examples - train striping Tutti i diritti riservati - Copyright 2009
  9. 9. Examples - website Tutti i diritti riservati - Copyright 2009
  10. 10. THANK YOU FOR YOUR ATTENTION Tutti i diritti riservati - Copyright 2009

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