The strategy of the campaign was to make a big impact amongst niche film fan audience, ensuring that we were the must see film in our week of release. We therefore looked across magazines, national press, online and outdoor. Creating a sense of quality through the use of key position and longer flighting. In national press and magazines we used premium positions and large formats to create cut through and stature. Online was started early to help build on the buzz and focused on a high share of voice in release week through homepage takeovers. Outdoor combined more traditional frequency driving formats alongside more premium sites to create an association with quality. Amour has gone on to achieve over £600k at the box office.
Magazines, National and Specialist Press, Outdoor – Underground & Rail, High Impact Online Display, Video, Social