• Posted: 20th August, 2014

    By: Admin

    Mamma Mia Rooftop Taxi Advertising

    Mamma Mia

    Campaign Objective and Approach:

    The campaign was developed to promote the smash hit musical to the London audience and inform of it show times.

    This was achieved by using three different creative treatments at different times of the day to advertise the 8 weekly performances of Mamma Mia

    Campaign Results:

    • 1.5 million adverts delivered with a broadcast time of 2,147 hours
    • Day-parting ensured relevancy in line with next Mamma Mia performance
    • Messaging easy to read and vibrant even at distances of 30 metres + in full sunshine
    • All London demographics reached
    • Exceptional visibility due to strong brand equity and message simplicity

    Campaign Testimonials:

    “ The BrightMove Media platform is a very vibrant way to promote local attractions such as shows. We used it for both Mamma Mia and Once, and the fact that you can geo-target the adverts to areas local to our theatres meant we could catch people’s attention when they were close enough to act if the ad piqued their interest. Whilst it’s primarily a brand amplification tool, it does have the ability to drive sales based on it’s proximity and day-parting features – we’ll certainly be using it again.”

    Dean Griffiths Associate Director Media Dewynters

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