Response to brief from Universal Studios at the IAA PAC Course 2013.

1. I TRY TO LIVE EVERY DAY AS IF IT WERE THE
FINAL DAY. THESE ARE THE LITTLE BITS OF
MY EXTRAORDINARILY ORDINARY LIFE

2. 2
#liveandrelive

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OBJECTIVES & MEASUREMENT
Awareness
GRPs, Impressions
Engagement
Facebook Entries, QR Scans
Sales
Tickets, Box Office Ratings
WOM
Shares, Blog Posts, PR

4. 4
• 173% more likely to say rom-coms are their favourite films
• 134% more likely to watch a film at the cinema than on TV
• 82% more likely to share content through mobile
• Men in relationships are 83% more likely to see rom-coms
TARGET AUDIENCE
Females 15-49 – Single
Couples 15-49
Rom-com Fans
Source: TGI

5. COMPETITIVE LANDSCAPE
5

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7. 7
PICADILLY CIRCUS
SOMERSET HOUSE
CINEMA PREVIEW’S
PUBLIC TRANSPORT
THE LOUVRE
SYDNEY OPERA
HOUSE
EXECUTION

8. MEDIA STRATEGY
8C

9. OWNEDEARNEDBOUGHT
CAMPAIGN INTEGRATION
EXCITE & INVITE EDUCATE EXPERIENCE AMPLIFY
TV blipverts
OOH special builds
Online:
Mirrors TV
PR
#liveandrelive
#liveandrelive
#liveandrelive
Online:
Mirrors TV
PhotoboothsLive cinema
Live cinema
WOM
WOM

10. REVENUE EXPECTATIONS
10
48%
2%
11%
11%
7%
5%
6%
7%
2%
1%
UK
Russia
Australia
Germany
Spain
France
Italy
Korea
Brazil
Mexico
Campaign Goals
 Gross revenue: $135,000,000
 Theatre cut: 40%
 Net revenue: $81,000,000
 Avg. ticket price: $10
 Tickets to sell: 13,500,000

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