Category: Best brand or product integration into a feature film
Advertiser: TUMI
Product/Service: TROLLEY SUITCASE
Agency: QUANTUM MARKETING ITALIA
Agency: SEESAW MEDIA
President: Giovanni Cova (Quantum Marketing Italia)
Head Of Sales and Business Development: Alice Sorrenti (Quantum Marketing Italia)
Product Placement: David Fischer (Quantum Marketing Italia)
Director: Darryl Collis (Seesaw Media)
Media placement: Film extract - Cinema - 14th october 2011
Media placement: Film extract - Cinema - 14th october 2011
Media placement: UK film poster - Outdoor - 4th April 2012
Campaign Description
There are no regulations restricting product placement in feature films. With guaranteed international distribution, high profile association with recognisable actors, companies and committed marketing spend from distributors, companies regularly use the integration of their brands or services in feature films as platforms to promote their products.
Effectiveness
In 2010 before filming commenced on Paolo Sorrentino’s film ‘This Must Be The Place’, Tumi were approached by representatives from the production with regards to being a partner for the film.
Having reviewed the final script and the numerous specific references to the principle’s character luggage, which was an extension of his personality, Tumi were keen to come on board as a partner with the film.
The casting of Sean Penn, coupled with the film being Cannes winning Director Paolo Sorrentino’s first English language movie, and the fact that the principle character spent the majority of the film going on a journey both physically and metaphorically, also appealed to Tumi.
With the numerous scripted references of the luggage in the script, Tumi were not concerned that the luggage would feature prominently and as such allowed the director free-range to shoot the product as he saw fit. The only stipulation was that the luggage would need to be recognisable as Tumi, which it was.
Tumi worked closely with the producers and design team to ensure a suitable and appropriate piece of luggage was chosen that fit the characters. Once selected Tumi supplied multiples of the luggage for use on camera.
Implementation
The film was entered into the Cannes Film Festival for the Palm D’Or and won the Prize of the Ecumenical Jury. The film has currently only been released in Italy, where the distributor implemented a national marketing campaign to promote the release of the film. In the official publicity stills of the film, the Tumi luggage is clearly identifiable next to the principle character.
The film has been sold to 55 countries and will be released in the near future. Each distributor will promote the film extensively.
Outcome
The Tumi luggage was on screen for over 2 minutes.
During the release in Cannes, Tumi Intl. issued a press release promoting their prominence and association with the film, highlighting the reference on their Facebook Page.
The UK poster supporting the release of the film on 4 April 2012 featured Tumi luggage being the travelling partner of Sean Penn’s character.
With a US release date still not confirmed, Tumi are awaiting to implement promotional activity to coincide with the release of the film.
With regards to other territories, Tumi are currently reviewing the opportunities in each territory ahead of the films’ release to understand what promotional opportunities are available to them.
Alan Krantzler, Tumi's Senior VP of Brand Management: “The suitcase has an integral part in the story, it was a natural fit for Tumi, plus it's a great opportunity to be in a movie with actors of this calibre”.