20th Century Fox – Better On Blu-ray Back Catalogue Campaign

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HOW DO YOU PERSUADE CONSUMERS TO UPGRADE IN RECESSION BRITAIN?

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Sell back catalogue films on Blu-ray.With over 600 releases on Blu-ray/DVD each month how do you persuade consumers to purchase back catalogue movies and upgrade to Blu-ray, given they already own the films in DVD format?

THE CHALLENGE

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Future’s entertainment and tech portfolio reaches a mass Blu-ray hardware audience of 1.6 million, who list film as one of their primary passions.

Total Film’s audience alone are responsible for 15% of all Blu-ray purchases in the UK. The Future portfolio offers a highly efficient means to reach a mass audience with minimal wastage.

THE INSIGHT

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15% Total Film audience alone are responsible for

of all UK Blu-Ray purchases

The creation of ‘Better on Blu-ray’ a multi-brand, cross-platform campaign which leveraged the editorial credibility and trusted authoritative voice of Future’s brands.

The campaign featured impactful advertorials, online display activity and the creation of a Fox “Better on Blu-ray’ channel on Totalfilm.com, which brought the films to life and provided compelling reasons to upgrade to Blu-ray.

THE SOLUTION

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The cross-platform solution included: 25+ pages of advertorial, QR codes, competition, site takeovers, channel sponsorships, video advertorial formats & display ads.

A multi-touchpoint campaign among Future’s high-value Blu-ray audience prompted changes in claimed behaviourand high interaction levels.

HOW DID WE…PERSUADE CONSUMERS TO UPGRADE IN RECESSION BRITAIN?

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More Efficient QR code response rate 100% more efficient than national newspapers, supplements or consumer lifestyle titles.

48%Campaign recall

13%ptincrease in claimed ownership of Fox Blu-rays among those exposed

above average click through rates

Purchase intent increase in purchase intent v. unexposed

30%

10%pt

100%

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