CASE STUDY: Launching An Accidental Studio

Provided by The Fourth Angel
Tapping into the love of Monty Python to help spread the word of a documentary about the rise & fall of Handmade Films

What was the Challenge / Background of the Campaign?

We were tasked by the film distributor AMC to drive as much press coverage as possible around the launch of the documentary film However. With only one interview. Michael Palin. For 20 mins. That. Was. It. #Angels cracked on.

What was the Campaign Objective?

We needed to drive press coverage ahead of the Accidental Studio's premiere to get people to toon in on C4 and spread the love for what is a seriously significant documentary about how George Harrison set up and funded Handmade Films, which seeded and sowed Monty Python.

What was the Solution?

We fluttered and worked our little black books off to secure as many people as possible to attend the premiere including the Monty Python crew. As we only had one shot with Michael, our focus was to land a TV moment: an appearance on the Jonathan Ross show. Alongside this, we secured a range of print media opps, focusing on the backstory of Handmade Films.

What were the Results?

We secured 60 pieces of coverage including the Radio Times, The Guardian and The Daily Telegraph. Coverage circulation was over 1.4bn. The online coverage had 10,000 shares on social media.

What were the Key Learnings of this Campaign?

By working our little black books, we were able to fill the red carpet premiere with a host of British comedy faces. And by working our media contacts smartly, we were able to land a wide number of quality pieces of coverage without the talent access.

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BudgetReach & FrequencyTarget AudienceMedia Used
Contact for details.
45 - 54
55 - 64
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
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