Rush opened on Friday 13th September to a hugely successful opening weekend Box Office and went on to become the UK’s Number 1 film.
The film already had a potentially strong following from the F1 community. Subsequently, we addressed this audience at the earliest opportunity by accessing live racing on Sky Sports F1 and amplifying this messaging through social media.
However, for RUSH to reach its Box Office target we needed to extend our targeting beyond this and convert both a wider sports fan as well as a broader cinema going audience – this was the key challenge and was the cornerstone of our media strategy.
We successfully built awareness and anticipation with a heavy media presence throughout the summer of sport – this included TV spots during The Ashes cricket and the Lions rugby tour, as well as in high profile Premiership football matches within our main campaign burst.
In the final weeks building up to release we were sure to target broader film fans and amplify the scale of the film with large format roadside posters and smaller national bus shelter posters to maximise coverage and ensure we were considered as the stand out film of our opening weekend.
Radio campaigns with TalkSPORT and Classic FM allowed us to both reach our core sports fans as well as address the older upmarket adults to add frequency to the campaign.
National press and magazines also formed a key part of this final stage with impactful placements across all weekend supplements and in our week of release – these included pages in both Metro & Evening Standard, a Shortlist wrap and Sport DPS. A Yahoo home page takeover further delivered a level of scale to an online community.
Initially a younger female audience was not a priority. However, following hugely positive feedback from all audiences at early screenings we decided to run a screening programme with Heat magazine. We were encouraged to find that 100% of those asked rated the film as positive and 100% would recommend to a friend. This was the highest result Heat had ever seen!
TV, VOD, National print, Radio, Underground & Roadside OOH, Online, Social
Alan Partridge: Alpha Papa
Tinker Tailor Soldier Spy