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Summary

• Fox Entertainment launch of the Quantum of Solace DVD
• Dave was the perfect match for the target market
• Complete takeover of Dave the week prior to launch
• Part of a large multimedia campaign
• Advertising and release awareness levels were consistently higher for Dave viewers than non Dave viewers

Background

Daniel Craig's second Bond film Quantum of Solace launched on 31 October 2008 and smashed the box office records.

The film grossed a UK record of £15.5 million in its first weekend and received numerous award nominations.

After the successful cinema release, Fox Entertainment wanted to focus on releasing the DVD in the UK on 23 March 2009.

Objectives

The main goals for any DVD release is to increase awareness the date and to drive sales.

With a large marketing budget, Fox Entertainment wanted to get the most out of this campaign and was keen to try a variety of advertising plus more traditional forms to maximise sales.

Solution

Dave is extremely well suited to DVD promotion as its viewers have a higher propensity to watch films and are more aware of recent releases.

The channel was also a clear match for Quantum of Solace, with its great profile and scale.

ids proposed a complete takeover of Dave from the 19 - 23 March. This involved sponsoring of all programmes, 30 second competition spots, blipverts, and a takeover of www.joindave.co.uk.

Research

ids was keen to see the effect that a channel takeover with a number of advertising elements had on a much larger multimedia campaign.

Independent research agency, Dipsticks Research conducted an effectiveness survey analysing the different elements' contribution.

Post campaign analytics identified a test group of 320 Dave viewers and a control group of 156 non Dave viewers. All participants were 16-44 year old men.

Results

• Advertising and release awareness levels were consistently higher for Dave viewers than non Dave viewers, at both the spontaneous and prompted stages

• Considering the large amount of ad spend outside of the channel, the activity on Dave really drove awareness and added value to the overall campaign.

• Quantum of Solace received the highest amount of first mentions when asked to name a film, +13% higher for Dave viewers than non Dave viewers

• Dave received high levels of advertising attribution considering the relatively low share of advertising spend

• Dave viewers were +5% more likely than non Dave viewers to say that they are likely to buy the Quantum of Solace DVD