The main aims of the campaign were to; Generate box office earnings by driving audiences to see the film in theatres; Grow audiences’ love of Disney’s classic 1991 film and broaden the audience, the reach and the appeal of this film through creative uses of Media.
Posterscope’s solution was to deliver a broadcast national solution using multiple formats with elements of the movie to push familiarity.
To further amplify the campaign several Special LED billboards were used to air the movie trailer which carried the BATB trademark symbol “The Enchanted Rose”. The Rose was shown wilting and audiences were asked to help save the rose by posting their love story on Instagram using the hastag #BreakThe Spell.
The Campaign results were great:
Reach topped 5 million all adults / #BreakTheSpell received 7,970 posts / Beauty and The Beast rewrote box office records in the Philippines by becoming this year highest grossing film of all time.
And the awards have been numerous:
MSAP ICE Awards:-
Insights, Creativity, Effectiveness September 9, 2017
BRONZE – SINGLE MEDIUM CATEGORY