Brief Explanation

The success of disaster films relies on a feeling of scale; big cast, big effects, big impact. Without these assets, our download-savvy, young audience could deem it torrent fodder rather than one to see in-cinema. With a $3M box office objective we needed to prove it was "cinema worthy". Our campaign needed to create an IMPACT to get our audience into cinemas to see Into The Storm.

Results and Effectiveness

Our condensed and innovative campaign delivered outstanding results: • $2.6M Box Office on opening weekend – almost our entire target • Our total Box Office was 7x our original target • Doubled awareness for the film in 10 days - twice as fast as usual

Creative Execution

We brought the storm to life through media, by: Integration with Australian TV powerhouse, Neighbours. A cultural beacon for our young audience and reflective of real life events. Content and engagement with YouTube star Terry Tufferson's video selfie with an outback storm. Was it real or not? This was right in the hitting zone of our target audience, and drove millions of views, accompanied by Into The Storm advertising. Immersive mobile takeovers simulating a tornado using sound and vibration. Bespoke augmented reality outdoor panel simulating an in-situ, REAL storm. Fake weather reports through radio integration and street press.

Insights, Strategy and the Idea

Four our young Australian audience, what’s more impactful than a big Hollywood storm? A real local storm. If we couldn't make the film seem big using it's assets, we would make the storm feel REAL. And since we can’t control the weather, we brought it to life in media - all our media placements were high impact and innovative to make it feel real. Our condensed "in-market" campaign hit them hard and fast (like a storm) to leverage their impulsive nature and drive them in cinema, and to mitigate against them downloading the film.