20th Century Fox - Dawn of Apes

The sequel to a surprise smash-hit, Dawn of the Planet of the Apes came with a bigger budget but also, crucially, blockbuster expectations. But as the new star of Fox’s summer slate, Dawn of the Planet of the Apes was in direct competition not just with the biggest films of the year, but with the biggest cultural event in the world: the 2014 FIFA World Cup.

In the knowledge that 90% of our audience would be glued to their TV screens watching the World Cup (source: ITV) and that 80% of the nation’s social chatter would suddenly be football-themed (source: Twitter), we happened upon a simple truth: the only true blockbuster advertising moments around our launch would be confined to a small number of 15 minute windows. Only half time in the major world cup games could deliver the excitement and exposure we needed before the nation’s collective attention turned back to the football pitch.

This is the story of how we turned our campaign’s greatest threat into its greatest asset, and made £2m in 15 minutes.

by Vizeum & iProspect - Read More