Brand Owner: Australian Defence Forces
Category: Government/Public Sector
Date: September to October 2005
Media Agency: Universal McCann
Other Agencies: George Patterson Y&R
Media Channels: Cinema
Most creative media campaigns from the cinema medium involve one of two strategies -- finding a place in the preview reel to advertise where brands have never appeared before or altering the seats or seating to get a message to consumers.
This campaign stands out because it found a third way. The aim was to encourage young male pilots to sign up for military duty with the Australian Airforce.
|Surround sound in movie theaters helped create an ad effort that was more aural than visual. |
Click to see larger image.
First, the obvious bits: The ads launched during screenings of "Stealth," a movie about military pilots that was bound to attract wannabe top guns. There were also posters and information in the foyer.
But the clever part was that rather than simply show chisel-jawed military types enjoying their boy's toys, the ad left all that to the imagination. The media solution was to use the cinema's audio capabilities and Dolby surround sound to re-create the atmosphere of close contact with heavily armed fighters.
The campaign filled the cinema with the sound of screaming jets, stealth fighters and helicopters to engage moviegoers purely through audio. The only visual information was the message: "Live the Dream, Air Force Pilots Wanted" and a contact phone number and web address.
This is one of those campaigns that crosses the line between media and creative input, but at the heart of the media strategy is the premise that no radio can match the local cinema's sound quality.
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Cream is a U.K.-based magazine owned by C Squared Communications aimed at highlighting the best in creative media worldwide. All media ideas are part of C Squared's Creative Media Database. csquared.cc