Case Study: Fox Movies
Objective
Fox Movies wanted to promote the release of their film of Roald Dahl’s classic children’s novel, Fantastic Mr Fox, to people looking for entertainment, ideally those intending to go to the cinema. Having reached those people, Fox Movies wanted to let them discover what the film was about, directly influencing their choice of viewing.
Campaign
The campaign consisted of a combination of highly-targeted adverts exploiting Ad2Txt’s contextualisation features coupled with 118 118 categories. Various text messages were used promoting the trailer, the gallery and the opening date. All messages linked to a mobile site created by Rapid Mobile Media for this campaign.
Inventory
118 118 offers fantastically targeted inventory. With over 1.7m impressions monthly broken down into 900 categories and 19 super categories precision targeting of adverts to people with purchase intent becomes possible. The Fantastic Mr Fox campaign ran over a combination of out-of-home entertainment categories, including Cinema, as well as broader leisure groups including Takeaway food, Restaurants and Video Rental.
Results
The 118 118 campaign returned exceptional results, averaging a 0.72% click through rate across all the selected categories, with over 125,000 targeted impressions over a four-week period. Requests for cinema details offered even more compelling results with 1.69% people clicking through to view the trailer.
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+44 131 243 2502
