Results and Effectiveness

Our focused approach delivered 50% of total box office takings in its opening weekend, smashing industry averages and insulating us against the premiere of X-Men the following week. We disrupted our audience with a final digital push delivered 7.5M impressions and 2.3M completed trailer views; exceeding our client’s key metrics! Our first-watch video alone delivered 1.3M impressions, of which 90% were completed video views (1.2M), representing a CPCV of $0.03! ‘Godzilla is a monster success at the Australian Box Office, taking $6,767,119 this weekend to claim the title of the biggest opening weekend in 2014!´Roadshow Publicity Release

Creative Execution

Mass anticipation and mass disruption guided our media execution. We drip-fed our target audience pieces of content and deliberately steered away from previous Godzilla films. It all began with a teaser-trailer on YouTube showing Godzilla for only a fraction of a second. Word-of-mouth would build from there. 20 weeks later 5” TVC teasers, alluding to a natural disaster, were placed during key AFL and NRL matches. We then partnered with Network 10 and ran terrifying signal disruptions during ad breaks, goosebumping viewers with the prospect of an iminent cataclysm. This was accompanied by a 30” piece of content with the first glimpse of Godzilla. Closer to release, Street furniture and Transit portrait panels created a sense of inability to escape from destruction. High impact You Tube online buy outs including desktop masthead were executed on the day prior to launch, with first-watch & mobile masthead buyout on launch day.

Insights, Strategy and the Idea

How do we get Aussie men to a movie that comes so laden with negative baggage that we dare not speak the name of its one and only star? By being brave and accepting the challenge of having to design a campaign where its main character had to be “invisibly present”. Our unique insight was to build anticipation of the film…without showing Godzilla. We raised awareness by enhancing our universal fear of the unknown and were able to build a peak of curiosity! This way we met the business objective of a high grossing box office opening week that also minimised the negative impact of a new X-Men movie to be released on the following week. With a target audience of male influencers, we brought relevance to those over 30 by convincing this time round was different and to those under 30 through a compelling new introduction to Godzilla.