Project Description

Challenge

We were tasked with generating targeted awareness in the latest movie release starring Liam Neeson, to ultimately drive ticket sales in cinemas across Australia. For this, Lexlab needed to utilise the most efficient digital channels for cost effective trailer views.

Due to the scale of the release and multiple cinema venues, we were unable to track final ticket sale numbers via our normal pixel implementation, which created a challenge for ticket based campaign optimisation.

Launching amid Covid-19 localised lockdowns would also require a nimble and modular campaign set up.

Strategy

Our strategy involved utilising high reach digital video placements (including YouTube, On Demand Connected TV, Pre-roll and Facebook), while optimising to cost effective video views. Remarketing to those who engaged with our ads to encourage conversion was also a key focus.

The campaign had to also build genuine interest and ticket purchases during the pre release phase to secure ongoing support from the cinemas post release. We therefore needed a big opening weekend to maintain momentum going into week 2 and 3.

Approach

By leveraging the LabLogic™ strategic platform, we were able to build a custom budget and strategy split into each of the various ad platforms.

Several versions of the video trailer had to created to adapt them to the various digital platforms and placements.

Channels included our On Demand deals with local Free To Air TV channels (9Now, 7Plus, 10Play, SBS and Foxtel) as well as a customised Entertainment based site-list.

Budget was upweighted to the week prior to release date to drive ticket purchases and a give the best chance of a strong opening weekend.

Cross channel monitoring via our real-time dashboard looking at cost per completed video views & checkout initiation was key to maximise the efficiency of the media budget.

The Process

Effective measurement was key to measuring real time success for this campaign.

Gallery

Results

Social | Display Pre-roll | YouTube | BVOD (Broadcast Video On Demand) / TV Extension Package

5.9M

COMPLETED VIDEO VIEWS

>130K

CLICKS TO BOOKINGS PAGE

>4.5K

POST SHARES

>5K

POST COMMENTS