The Hobbit The Battle of Five Armies Campaign

Thinking big What was the brief?

A client of 9 years, Warner Bros. asked us to help them launch the last film in the Hobbit trilogy, maximizing Digital Download, DVD and Blu-Ray sales in a highly competitive landscape. We also needed to sell the trilogy as a box set.

Acting bold What did we do?

We led with a digital first campaign which maximised reach and delivered rich engaging content. This gave us flexibility to instantly change the messaging throughout the campaign, starting with a click through for retail pre-orders to a one click digital download of the film. 80+ formats were used to showcase the trailer, establishing two creative routes with recognisable moments from the film. Traditional media such as OOH and Press were also utilised to tap into other audiences. The press ran in the dailies and the OOH used 6-sheets, 48-sheets and T-sides to maximise eyeballs. 

Driving impact What were the results?

The campaign was a massive success and the film became one of the fastest selling DVD’s of the year with 477,000 sold in its first week (excluding digital downloads and boxsets) and finished no.2 in the years’ DVD charts with 843,000 units sold by the end of October.

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  • Top 10 international B2B marcomms agencies 2018
  • Drum Cream 17
  • Silver Winner
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