The Imitation Game
The Imitation Game tells the fascinating story of Alan Turing who helped crack the Enigma code at Bletchley Park during the Second World War. Starring a strong British cast including Benedict Cumberbatch and Keira Knightley it was important to emphasise the standout performances and strong emotional pull the film would have on our core audience of upmarket 35+ adults.
Press incorporated both impactful prime placements through various supplement and paper cover sites as well as more tactical environments including a front page strip on the Observer Tech Monthly and a weeklong takeover of the Times Mind Games section. The Daily Telegraph where the original crossword was used to recruit code breakers included a half page reproduction of this.
Providing high impact multi channel media was lead with partnerships with the Telegraph and Time Out across press, online, tablet and mobile.
Heavy outdoor investment spanned two in-charge periods using different creative across both and began with large scale formats to grab attention and then followed by smaller coverage driving formats.
Radio was used to boost the frequency to optimise the campaign further. Planning Classic FM helped strengthen our reach amongst an older skewing audience who take longer to plan cinema trips.
Highlights from a very comprehensive TV campaign include a special Channel 4 promotion introduced by the two lead actors and spots in top performing show each week to fully engage our primary audience. Environment was key with 300 ratings delivered in programming such as Downtown Abbey, Homelands and Best Exotic Marigold Hotel.
Social media tied all the content from the campaign and publicity together and provided great weight and ‘better than benchmark’ results. Profiling for Benedict Cumberbatch, Kiera Knightly, Alan Turing and the film delivered over 7.5m impressions and 400,000 engagements.
Display digital and partnerships were used to reach our target audience in long-tail environments, provide engaging formats to educate them and allowed us to be reactive to real time events whilst generating additional awareness, delivering great results specifically on the Mail Online, Guardian and Yahoo.
The Imitation Game opened at number two in the UK box office with a screen average of just under £6,000 and during the week overtook Interstellar to become the number one film.