CAMPAIGN: Indiana Jones box set exceeds expectations - Consumer PR

Campaign: Indiana Jones Trilogy DVD Client: Paramount Home Entertainment PR Team: The Braben Company entertainment division Timescale: May-December 2003 Budget: Undisclosed

The launch of the Indiana Jones Trilogy box set was the first opportunity to experience these classic movies on DVD, with previously unseen background extras and interviews. It was the biggest catalogue release of the year for Paramount Home Entertainment UK and part of a global campaign for the title.

The Braben Company's entertainment division was briefed to create a highly creative, distinctive campaign.

Objectives

To raise high-profile awareness of the DVD release on and around the launch date. To drive sales to meet targets for the UK.

Strategy and Plan

The Braben Company team's campaign centred on Indiana Jones's image as the ultimate action adventure hero, providing the target media with individualised editorial themes.

The team started the ideas campaign six months in advance of the 20 October launch for key long lead media such as men's magazines. National press and selected TV and radio programmes were contacted four to five weeks before the launch. Braben also organised previews, reviews and promotions.

Some of the tailored ideas included linking with Lonely Planet to create the trail of Indiana Jones for the Guardian Weekend, resulting in a three-page cover feature with clear DVD branding.

The Men's Health November issue recreated action sequences with a real life stunt man as a tailored fitness programme. The Daily Star ran a two-pagefeature on Indy's phobias supported by TV and radio placements on phobias, and Indiana Jones statues appeared on Friday Night with Jonathan Ross.

Measurement and Evaluation

The campaign secured 119 pieces of coverage, which consistently showed the product, its release date and price. Articles appeared in Metro, Front, The Times Eye supplement, Empire magazine's website, Chris Tarrant's breakfast show on Capital radio and Mark and Lard's BBC Radio 1 show. Opportunities to see, hear and read about it in the UK topped 505,600,000.

Results

The box set sold more than 500,000 units in the first two months and is, according to Paramount, the UK's best-selling DVD set.

'The success of the campaign speaks for itself, turning into a big selling DVD over Christmas against a lot of competition,' says Metro features editor Kieran Meeke. 'I'm very impressed with the professionalism of Braben.

They gave me all the material I wanted and lots of good ideas.'

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