NOW TV

x

Title

Back in Your Box

Advertiser:

NOW TV

Year:

2016

Source:

Outsmart

Product Category:

Telecommunications

OOH Format:

Indoor

Country:

United Kingdom

Objective:

To drive consideration of Now TV movie content over the summer holidays.

Target Group:

Young Families and Movie patrons.

Strategy and Media Used:

The campaign featured an interactive game where cinema-goers were introduced to an array of the fun loving characters that appear on NOW TV. The cinema environment allowed SKY to reach family ardencies with an interest in films while the flexibility of the DOOH campaign allowed for the weekend takeover of the 10 most popular cinemas across the UK. The interactive element was supported by posters in over 300 cinemas to ensure maximum reach.

Results:

Over 16,000 games were played in just eight days and 92% of the players completed the game which indicated a high level of engagement. Over 50% of respondents said that the game had caught their attention. 1 in 5 agreed that the interactive element made NOW TV memorable and the same number stated that they would recommend NOW TV to their friends and family as a result of engaging with this campaign