Lionsgate

Campaign Objective

• The main objectives of the film were to:
• Bring the story to life
• Create mass awareness and buzz
• To communicate key attributes to the audience
• To drive interest, intrigue and footfall to watch

Locations
The campaign ran across the UK transvision network (Kings Cross, Charing Cross, Euston, Victoria, Waterloo, Manchester Piccadilly, Leeds and Liverpool) and the Gatwick Express network (Victoria, Gatwick Airport, Brighton and East Croydon).

Start date: 20th September 2009
End date: October 6th 2009

Benefits to Dr.Parnassus
The aim was to reach out to the larger and broader movie fans (ABC1 25-44). For this blockbuster there was a more generic fan base considering the top-line cast and it being Heath Ledger’s last movie, although they did not want to target purely on this notion.
The audience was predominantly interested mainstream releases and Dr Parnassus was part of this category, therefore the BlisMobile networks worked perfectly as the target the masses from very different demographics.

Results
The total campaign exposure over the three week run period was in excess of 19.21 million – resulting in over 204,116 interactions.

Hence 1.06% of the audience engaged with the campaign – a 500% greater response than what would have been expected from a web or mobile banner campaign. On top of this the client only paid for successful interactions so there was zero wastage. A national transvision campaign was also included at no cost to the client.

Total downloads: 109, 554