To celebrate the release of Baz Luhrmann's epic Australia, released 26th December 2008, a partnership with Film4 was forged. Client objectives were to drive awareness to the new movie and increase Box Office sales. Working with Vizeum and 20th Century Fox to promote the release, the campaign had 4 layers:
1. Film4 editorial Season
Interviews with Baz Luhrmann, Catherine Martin, and stars Nicole Kidman and Hugh Jackman were screened. Related films including Nicole Kidman Week, Best Dressed Movies, Spirit of Australia and special screenings of Romeo + Juliet.
2. Baz Luhrmann Directed Ad Break
Using Film4's cinematic appeal, we placed a beautifully directed event in the ad break. Inspired by adverts Luhrmann had directed, we invited these advertisers to appear in a break introduced by the director.
Running Order
Baz intro (20"/10")
Chanel No5 (6. 0")
20Century Fox Film - Australia (90")
Tourism Australia (90")
Advertiser Benefits of the Themed Break:
a. An appealing environment where viewers stay with the entire break
b. Increased awareness and recall (we've research to back this up)
c. Channel and director endorsement plus the company of other cinematic ads
d. Talkabilty
3. Baz Luhrmann Online Filmmaking Masterclass
Inviting budding filmmakers, musicians and costume designers to view Baz's seminars online and enter a competition to win MacBooks and premiere tickets. There were three categories, with Baz picking the winner. Check it out Film4 - Australia - Competition.
4. Film4 On-air Branded Australia Promotion
A promotion in commercial airtime running over two weeks drove viewers to a microsite for the chance to win a Cannon cameras and special edition Baz Luhrmann box sets.
For queries regarding this innovation, contact David Amodio on 020 7306 8214.
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