Before I Go To Sleep
Before I Go To Sleep, the psychological thriller adaptation of S.J Watson’s international best-selling novel was released in early September during a tough competitive opening weekend. We had two main audiences to address; upmarket adults who would enjoy the stylish positioning and strong Hollywood cast, as well as readers of the book who were mid-market adults with a female skew and had to be made aware of the film adaptation. As a result we focused on a heavy TV, outdoor and online campaign to reach these target audiences.
TV allowed us to showcase the strong AV offering and a solid investment in important upmarket channels such as Sky Living, ITV3 and More4 drove our coverage amongst this core heavy TV viewing audience. Playing on the key theme of the film; Christine’s amnesia, special consecutive spots in Channel 4’s smash-hit Educating East London built from 5” to 10” to 15” to allow viewers a deeper engagement with the film’s plot.
Outdoor had a natural skew towards London and the South-East with bus supersides and rail 6 sheets driving reach and frequency and large format digital outdoor during the week of release provided scale and impact in key locations. Digital rail transvision screens also allowed us to activate an audience who are heavy readers and therefore likely to be aware of the book with large impactful placements that elevated the status of the film to the top cinema proposition for the weekend.
Through online activity we addressed our upmarket, literary audience using key newsbrand partners and high impact formats to position the film as the upmarket offering on weekend of release. Sequentially targeted billboards on the Mail Online played on the theme of the film and targeted our vital female audience.
The Daily Telegraph was identified as a key partner and an online hub and in-paper book pick up ensured we delivered the harder to convert older audience. Elsewhere in our press campaign, reach and frequency were maximised across the core female audience with full page insertions in Grazia, Time Out and Stylist complemented by 30” spots on Heart London.
Before I Go To Sleep, opened in the top 3 at the UK Box Office on its first weekend with a location average of nearly double its main competitive film.