With our campaign, there’s no escaping success – Escape from Pretoria digital campaign
Vingardium leviosa! The plan was to take one of AMC’s new premiere’s, put a levitating spell on it, and make it fly right to the top. But, of course, not everyone’s Harry Potter, so instead of spells, we had to put together a creative campaign with Facebook image and video ads, YouTube Pre-roll, some full-page video impressions, and of course, eye-catching display ads. Spoiler: the results speak for themselves.
The aim of the campaign AMC Hungary put the new thriller Escape from Pretoria starring Daniel Radcliffe on its programme on 27 December 2020. As the story takes place outside the Harry Potter universe, it took a lot more than a few magical trailers to achieve success.
In addition to maximising impressions and video views, high visibility was a key KPI. With media noise being higher than average during the festive season, we used attention-grabbing, unique digital impressions to draw potential viewers to the film premiere.
The concept
While we did use international materials (trailer and photo series), the main line of the campaign was developed by us. With innovative, exciting, and memorable creatives, we put together a complex, multi-perspective sneak peek from the film’s key moments.
Implementation Our digital media mix started with a complete range of social media content (Facebook image and video ads, carousel, canvas, YouTube Pre-rolls), followed by full-page video ads and attention-grabbing display ads. The majority of the creatives ran on the mobile platform, but because of the user habits during the festive season, the proportion of videos run on connected TV was also higher than average.
Results In just 6 days, the campaign generated almost 30% more video views than planned. At the end of the campaign, we generated 2.5 times more ad impressions than expected. The large full-page layer produced a click-through rate of over 5% with 100% viewability, while our unique display on 24.hu also produced results highly above the average. So, while the movie characters - SPOILER ALERT - managed to escape from prison, our campaign could not escape success.
