Buena Vista used the i-vu salon environment, dominated by females, to showcase their new DVD release for Chicago.
In 2005, Chicago was released on DVD and Buena Vista Entertainment were looking to raise awareness pre release and create a hype surrounding the film after the success of the cinema release. Targetting women, predominantly ABC1, Buena Vista wanted to generate sales and give the audience a showcase of the film in an environment they might not normally expect to see it.
Build consumer awareness
Drive/Generate sales
Buena Vista utilized on screen and off screen opportunities. 2 adverts ran in each loop, each leading to interactive pages showcasing DVD extras and a trivia quiz. Off screen, they chose to have postcards in branded dispensers for clients to enter the competition. This enabled them to see direct compeition and interactive response rates.
This campaign received a great response rate, with interactivity levels at 5.52% throughout.
The i-vu screens are a perfect medium to showcase movies and this campaign demonstrated how off screen can really compliment the on-screen content when trying to heighten consumer awareness.
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