Media Agency Universal McCann charted behavioural patterns prior to launch, pre-empting its idea that the truest way to reach the target market was through a mirror decal and coaster campaign at selected nightclubs. Armed with facts relating to specific clubs and bars, it honed the campaign to exact places the target market would frequent, before making contact with TLC to complete the process.
The decal concept emulated a mirror that had been struck by a stray bullet – an apt symbol for the upcoming movie. Drinks coasters were left at bars, to remind patrons of the release and to inform them of the competition element linked to the movie.
“The campaign spoke directly to men while ordering drinks from the bar and using the men's washroom. With a lavish weekend away for two to Sun City up for grabs, the campaign generated a terrific result,” says Lee Curtis, TLC national sales manager.
