The Transporter: Refuelled
The fourth instalment in the Transporter Franchise, Transporter Refuelled see’s Frank Martin, played by newcomer Ed Skrein as a former special-ops mercenary entering into a game of cat and mouse with a femme-fatale and her three sidekicks who are looking for revenge against a sinister Russian kingpin.
With a known heritage, we knew there was an existing audience for this film but the combination of releasing in a very competitive summer block buster market, the seven year gap since the last release and the lead role having been replaced meant we needed to be clear with our positioning, our target audience and deliver the frequency and scale of message necessary to deliver at the Box Office.
The strategy required three key tasks for media: To achieve SOV, Deliver Cut Through and to Educate and Excite the audience. We condensed the campaign into a shorter time frame in order to drive frequency and SOV in the lead-up to release date.
As the main cover driver, TV is key in delivering coverage quickly, the football season reaches the core young male viewer where we could showcase the impressive AV creative and take advantage of tactical events in the sporting calendar. These large reaching spots are balanced with the main TV campaign where frequency is achieved with MCH station that index against a male audience and dual viewing shows such as comedy and chat shows while also securing a presence in all Action and Male skewing films during the campaign period.
The Outdoor strategy achieves strong cover and frequency to ensure SOV in a busy market, large format and roadside delivers against a young adult audience and the formats we chose give the film a ‘must see’ feel.
Our heavy weight online campaign delivers on scale and engagement, including a chance for fans to race the iconic Audi from the film on smartphone and tablets on one of the most popular racing games in the UK.
TV, OOH, Online
Icon Film Distribution