Case Studies - Films

 

Warner Bros Pictures International

Sex in the city 2

MARKETS

France, Russia, Italy, Spain and United Kingdom

 

CAMPAIGN STRATEGY

Metro International was tasked with promoting the launch of the film Sex and the City 2 in a fun and creative way which would engage readers on a number of different levels. The solution was to produce and distribute a cover wrap that looked like a gold clutch bag. This was wrapped around 120,000 newspapers in 5 markets: France, Italy, Spain, Russia and UK. Distribution of the special wrap in fashion and shopping districts ensured minimum wastage amongst the core target audience of 18-40 year old women. A bespoke online competition element was also integrated into the campaign, offering readers the chance to win a trip to the premiere of the film. The movie was also featured on Metro’s Global Fashion Editor’s Style Blog. 

 

 

CAMPAIGN RESULTS

- 80% thought the execution had an extremely positive effect

- 49% of respondents said they would be booking tickets to see the movie having seen the campaign

- 50% visited the micro-site and entered the competition