Hispano Foxfilm: Silver Surfer

Name	Position	Company
Nuria De Mesa	Account Services Director	OMD Spain
Virginia Pueyo	Account Director	OMD Spain
Manuel Carbajo	Ignition Director	OMD Spain
Fбtima Valverde	Ignition Supervisor	OMD Spain
Vanesa Gonzбlez	Producer	OMD Spain
Luisa Escorial	Producer	OMD Spain

The Fantastic Four return to the silver screen, accompanied by Silver Surfer, the big "hook" of this sequel. He possesses cosmic powers, is silver in appearance and has a surfboard with a sail. A spectacular new hero. Strategically, it was crucial for all moviegoers to know how stunning this new character is. We put together a multimedia campaign based on an exhaustive target analysis, but we made a big mistake: we shared the results... with Silver Surfer. With this inside information in his hands, Silver set out to find all moviegoers, using his powers to go where no one had ever dared go before, defying the media and the viewer with every appearance. A word of advice: Never tell a superhero what to do.

Silver Surfer uses all his powers in key points for our target: TV, streets and Internet & mobiles. On TV, he monopolizes entire blocks of programming by "surfing" over commercials for all brands. Those breaks start and finish with a commercial of the film with Silver Surfer showing his surf skills. But as they could not get enough of our star, we extended his surf activity to commercials that closed the breaks, signing agreements with other advertisers. When night rolls around, Silver takes the streets, surfing the faзades of buildings with hidden mobile projections. And if anyone tries to hide on the Internet or mobiles, they'll won't succeed either: Silver is capable of surfing after the pointer on your computer screen, of threatening to virtually round up the Fantastic Four and of stirring up all kinds of activity on your mobile (alerts, wallpapers, games, videos…).

Silver Surfer manages to capture the target's attention by crashing, in a spectacular way, the irreplaceable "scenes" of their lives: their favorite television programs, the streets full of people where they have fun in summer and the sites they visit with their mobile or cell phone. Just In Madrid, there are over 2500 establishments with outdoor tables to enjoy the city's vibrant nightlife. Silver Surfer seduces the target by tracking them down, always proposing a unique experience whose meaning is clear: a character who knows no limits can only star in an action-packed film that no moviegoer can resist.

More than 10 million viewers were sceptical of the first TV surfer one day before the premiere. The film was a box office hit on the weekend of its release (number one), beating the earnings for the premiere of part one, and with 10 percent less budget.