Piovono Polpette Campaign Results


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Piovono Polpette Campaign Results

  1. 1. Piovono Polpette - Campaign results video banner 3D SPQR Network - 9 febbraio 2010
  2. 2. Index Introduction 3 About the product 4 Marketing challenge 5 Marketing objectives 6 Solution 7 Result 8 Examples 9-12 2
  3. 3. 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. 3
  4. 4. About the product The movie “Piovono Polpette”, or “Cloudy With a Chance of Meatballs” which is its original english title, is a movie based on the children’s book with the same name. The movie is computer animated in 3D, produced by Sony Pictures Animation and distributed in Italia by Sony Pictures Releasing International. The plot focuses on a little town where food starts raining from the sky after the inventor Flint Lockwood invents a machine which can turn water into food, to solve the economic crisis in which his town finds itself after a sardine cannery has been forced to shut down after a worldwide sardine market collapse. The film was claimed to be “The most delicious event since macaroni met cheese.”. 4
  5. 5. Marketing challenge Starting working on this campaign, we were facing the following challenges: 1.The diverse food culture between the US and Italy. 2.The fact that the children’s book was unknown in Italy. 3.To underline the fun and entertaining aspects of the movie. 5
  6. 6. Marketing objectives 1. Introduce the audience to the movies plot/story, create awareness and curiosity and to comunicate the premiere date. 2. Underline the entertaining aspects of the movie and to emphasize the fact that it was a film in 3D. 6
  7. 7. Solution To present the film in the optimal way to its target audience we worked closely together with MyMovies.it, the most consulted internet movie database in Italy. The main activity was a fake and temporary home page, where a “three dimensional” high-impact high-visibility trailer was positioned which interacted with the main objects of the site, for example the menu, and from which 3D food objects where raining. Supporting elements where developed, for example a flash page background for the section “kids”, a banner campaign and a normal page background for the home page where the 3D trailer was hosted. Link: Piovono Polpette fake MyMovies home page 7
  8. 8. Result The performance of the campaign was outstanding, with a click rate of over 30%. The result result was exceptionally satisfying, and the film went straight to the first place in the box office listings totaling €5.104.000 the premiere weekend. The campaign was later showcased by the blog Creative Zone, where it was selected as “Editors choice”. It was also appreciated by and shared with other Sony Pictures Releasing offices. 8
  9. 9. Screen capture 9
  10. 10. Thanks All rights reserved 10