Advertiser: FOX FILMS
Agency: OFF
Category: Best Use of Ambient Media: Large Scale
Advertising campaign: TIME-BOMB IN THE METRO
Media Director: Carlos Querino (OFF)
Art Director: Felipe Dias (OFF)
Creative Director: Andrei Ivanoff (OFF)
Marketing Manager – Media And Research: Ingrid Vieira (Fox Films)
Copywriter: Mario Jorge De Oliveira (OFF)
Trade Marketing: André Vinicius (Fox Films)
Account Manager: Caline Fonteneau (OFF)
Effectiveness
-Box office leader for 3 consecutive weeks, ahead of Oscar winning titles.-After the success of the time-bomb in the metro lines, 10 more pieces were created for placement in malls around the city.-More than R$350,000 in spontaneous media was created as a result of this intervention.-Movie blogs locally and internationally published the intervention on their sites.-More than 50,000 messages were received via Twitter. - Thousands of pictures were posted on Instagram.
Execution
Gigantic Time-bombs were installed in the two most important metro stations in Brazil. The time bomb was displaying a countdown with the exact time and date to the premiere of the film in Brazil. It also was able to receive messages sent via Twitter.Users where able to generate content on the display by posting a message on Twitter using the hashtag #durodematar (#diehard).
Stratgy
The fifth film in the Die Hard series would be released in Brazil in the summer of 2013. Not only did the previous two installments not reach blockbuster numbers, but also, the film was launching at the same time as several other Oscar-winning films.Our research showed that the target public always remembered when "McClane kills Heinrich and Marco, and he escapes with a bag containing C-4 explosives and detonators". Based on the explosive content of all movies of the series, we decided to install Time-bombs on the metro, reminding the audience what is the Die Hard series is all about.