WHAT WE SET OUT TO DO
The objective here was to max out awareness amongst a BAME audience within key regions in the UK - regions with high target audience concentration and regions that were showcasing the theatrical release. We had a significant budget which needed to be invested in AV media using cut-downs of the trailer. No futher assets were going to be used which meant that staples within movie marketing were unused - ie, posters.
We worked very closely with Vector to to identify audiences online who were interested in BAME orientated entertainment release and used Prime TV as a key lead medium in driving awareness and response (measured by visits to umbrella ticketing site). We needed to move fast and Amazon worked well lined up againt Youtube, paid social and digital display and pre-roll in entertainment environments
WHAT WE DID
Opening weekend on 6th September was a modest result of £29,000 at box office spread over 140 screens. This however grew in second week and the main goal was met which was to secure further showing via streaming and broadcast.
WHAT HAPPENED
"Entertainment releases are key to Vector - we have a wealth of data available to target accurately. It's great when it is used right"
- Dan Brown, COO, Vector
"This was an important release to master quickly and everyone involved helped it work"
- Mikey Ellis, Marketing Director
"We love working with short term movie releases - the whole team get behind driving the results"
- Adam
