Following an overwhelming theatrical success, the Kray twins thriller Legend required a large scale DVD release to communicate to our audience that the film was now available to purchase on DVD.
TV was a key media to reach our 18+ male audience with early kick off spots in peak interest football matches between both Liverpool and Manchester United as well as Chelsea vs Arsenal emphasising how important sports environments would be for the campaign. Other high performing spots included the Live Boxing match between David Haye and Mark de Mori. As well as regular airtime, an ad elect unit on All4 offered viewers the choice of trailer by clicking on either Ronnie or Reggie and highlighted the personality differences between the brothers.
A national outdoor rail campaign drove awareness through the EST window and into the physical release week with a heavy London upweight targeting the home of the Krays through London Underground illuminated 6 sheets. Liverpool Street, which played a pivotal role in the theatrical outdoor campaign, was once again selected for a standout Landmark format carrying a special message for locals from the Krays. Press complemented TV with male skewed titles such as Shortlist, the Sun and Daily Star as well as the broader Metro.
Digital began early to push pre-orders during the Christmas period. A heavy video and social campaign was important following the huge success seen during the theatrical with user engagement as well as reaching core film fans with impactful creative in environments such as IMDb and Yahoo.
Legend saw one of the best conversions of any £10m+ Box Office film in the market in well over a year during its first week with sales of over 275,000 units.
TV, OOH, Press, Digital