20th Century Fox: AVATAR BLU-RAY/DVD

Credits & Description:

Category: Best Use of Integrated Media
Advertiser: TWENTIETH CENTURY FOX HOME ENTERTAINMENT
Product/Service: AVATAR BLU-RAY/DVD
Agency: MOXIE INTERACTIVE
Date of First Appearance: Apr 9 2010
Entrant Company: ZENITH MEDIA, Los Angeles, USA
Executive Vice President/Managing Director Zenith West: Tina Pukonen (Zenith Media)
Senior Vice President/Director of OOH: Damon Peirson (Zenith Media)
Associate Planning Director: Stephanie Lui (Zenith Media)
Vice President/Account Director, National Broadcast: Brendan Sirhal (Zenith Media)
Media Director: Lisa Moriwaki (Moxie Interactive)
Vice President/Integrated Planning Director: Jessica Peltz (Zenith Media)
Media Supervisor: Monica Leung (Moxie Interactive)
Digital Creative Producer: Jeremy Katz (Moxie Interactive)
Executive Vice President of Marketing: Mary Daily (20th Century Fox Home Entertainment)
Senior Vice President of Marketing: Jennifer Chai (20th Century Fox Home Entertainment)
Senior Vice President of Creative Marketing: Julie Markell (20th Century Fox Home Entertainment)
Vice President of Media: Sal Apodaca (20th Century Fox Home Entertainment)
Vice President of Marketing: Andrew Pearson (20th Century Fox Home Entertainment)
Vice President of Creative Marketing: John D'Agostino (20th Century Fox Home Entertainment)
Executive Director of Creative Marketing: Jeremy Gershman (20th Century Fox Home Entertainment)
Executive Director of Fox Digital Marketing: Mark Levien (20th Century Fox Home Entertainment)
Director of Media: John Gelke (20th Century Fox Home Entertainment)
Executive Director of Creative Marketing: Michael Thomas (20th Century Fox Home Entertainment)
CEO, Inwindow Outdoor: Steve Birnhak (Inwindow Outdoor)
Managing Partner, Inwindow Outdoor: Jeff Cohen (Inwindow Outdoor)
Media placement: Outdoor - Morph Me Storefront - Los Angeles (The Grove) - 16 April 2010
Media placement: TV Branded Integration - ESPN, FoxSports, TNT - 22 April 2010
Media placement: Print - ESPN Magazine - 9 April 2010
Media placement: Digital - ESPN, YouTube, FoxSports, MSN, IGN, And UGO - 12 April 2010
Insights, Strategy & the Idea
Objective: Make the #1 movie of all time, the #1 Blu-ray/DVD of all time.
Challenge: Avatar garnered $2.7 billion worldwide at the box office and there was a lot of buzz surrounding its critical acclaim. We needed to maintain the level interest and excitement for the DVD release and convert it into purchase intent.
Insight: Avatar had become a cultural phenomenon. Fans dreamed of travelling to the idyllic world of Pandora. To engage consumers, we wanted to create unique experiences that made them feel like they were a part of this phenomenon.
Strategy: We created an emotional connection with consumers in a way that reignited the excitement and amazement they felt when they first saw the movie. And to extend the momentum from the Theatrical release, we took a cultural phenomenon and inserted it into pop-culture.
Idea: Bring the concept of Avatars into people’s everyday lives.
Creative Execution
Immerse consumers in the world of Pandora through various media channels:
Outdoor - We created ‘morphing stations’ at one of the most trafficked malls in Los Angeles. As fans stopped in front of the screens, their images were captured and morphed into a Na’vi in real time. Consumers could then email the video to themselves to be uploaded and shared via social media.
Print - One of the biggest events in the sports world around street date was the NFL Draft. We partnered with ESPN, to transform the cover and “Avatarized” the most talked about draft pick, Jimmy Clausen, into a Na’vi.
Television - Through partnerships with Turner/NBA, FoxSports and ESPN, integrated Avatar’s iconic imagery in game footage using star players.
Digital - Created the first ever “Immersive Trailer” that allowed consumers to interact with the trailer on various sites giving them an insider's look at Pandora.
Results and Effectiveness
Avatar is the fastest selling Blu-ray DVD EVER and the top-selling Blu-ray DVD of all time.
#1 title of 2010 with over 15 million Blu-ray and DVD units sold.
#1 Blu-ray title of all time with over 5 million units sold in North America alone.
At the end of the Outdoor “Morph Me” program, over 30,550 people had morphed themselves. This averaged out to almost 1,000 people per day.
The digital campaign garnered the highest ever Amazon Blu-ray/DVD sales conversion, while the immersive trailer generated record breaking engagement results.