IAA PAC 2013 Brief Response

I TRY TO LIVE EVERY DAY AS IF IT WERE THE FINAL DAY. THESE ARE THE LITTLE BITS OF MY EXTRAORDINARILY ORDINARY LIFE

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#liveandrelive

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OBJECTIVES & MEASUREMENT

Awareness

GRPs, Impressions

Engagement

Facebook Entries, QR Scans

Sales

Tickets, Box Office Ratings

WOM

Shares, Blog Posts, PR

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• 173% more likely to say rom-coms are their favourite films

• 134% more likely to watch a film at the cinema than on TV

• 82% more likely to share content through mobile

• Men in relationships are 83% more likely to see rom-coms

TARGET AUDIENCE

Females 15-49 – Single Couples 15-49 Rom-com Fans

Source: TGI

COMPETITIVE LANDSCAPE

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PICADILLY CIRCUS

SOMERSET HOUSE

CINEMA  PREVIEW’S

PUBLIC TRANSPORT

THE LOUVRE

SYDNEY OPERA HOUSE

EXECUTION

MEDIA STRATEGY

8C

OW

NED

EA

RNED

BO

UG

HT

CAMPAIGN INTEGRATION

EXCITE & INVITE EDUCATE EXPERIENCE AMPLIFY

TV blipverts

OOH special builds

Online: Mirrors TV

PR

#liveandrelive

#liveandrelive

#liveandrelive

Online: Mirrors TV

Photobooths Live cinema Live cinema

WOM

WOM

REVENUE EXPECTATIONS

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48%

2%

11%

11%

7%

5%

6%

7% 2%

1%

UK

Russia

Australia

Germany

Spain

France

Italy

Korea

Brazil

Mexico

Campaign Goals

Gross revenue: $135,000,000

Theatre cut: 40%

Net revenue: $81,000,000

Avg. ticket price: $10

Tickets to sell: 13,500,000

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