Docsity
Docsity

Prepare for your exams
Prepare for your exams

Study with the several resources on Docsity


Earn points to download
Earn points to download

Earn points by helping other students or get them with a premium plan


Guidelines and tips
Guidelines and tips

In the Heart of the Sea: A Times Exclusive Campaign for Warner Bros Pictures, Study Guides, Projects, Research of Innovation

This document showcases an award-winning marketing campaign by the times in association with warner bros pictures for the movie 'in the heart of the sea'. The campaign involved recreating a 19th-century times report as a special souvenir poster and securing a media first position in the paper. The authenticity of the poster was ensured using 19th-century printing processes and original articles from the times archive. The campaign reached over 1.4 million people in print, online, and on digital devices, resulting in significant awareness growth and increased interest in the film.

Typology: Study Guides, Projects, Research

2021/2022

Uploaded on 09/12/2022

carlick
carlick 🇺🇸

4.2

(11)

276 documents

1 / 4

Toggle sidebar

This page cannot be seen from the preview

Don't miss anything!

bg1
IN THE
HEART OF
THE SEA
IN ASSOCIATION WITH
Client Warner Bros Pictures
Agency MediaCom
Campaign date D ecember 5, 2015
Campaign elements 8pp panoramic ha lf-wrap poster, video, p rint, tablet and online
Medium The Tim es
PRINT DIGITAL TABLE T MEDIA
Winner Commercial Advertisin g Initiative of the Year, Newsawards 2016
Commended Print Innovation of the Year, Newsawards 2016
CA SE S TUDY
pf3
pf4

Partial preview of the text

Download In the Heart of the Sea: A Times Exclusive Campaign for Warner Bros Pictures and more Study Guides, Projects, Research Innovation in PDF only on Docsity!

IN THE

HEART OF

THE SEA

IN ASSOCIATION WITH

Client Warner Bros Pictures Agency MediaCom Campaign date December 5, 2015 Campaign elements 8pp panoramic half-wrap poster, video, print, tablet and online Medium The Times

PRINT DIGITAL TABLET MEDIA Winner Commercial Advertising Initiative of the Year, Newsawards 2016 Commended Print Innovation of the Year, Newsawards 2016

CASE STUDY

‘A vessel dashed to pieces by a whale.’ This was how the true story that inspired Herman Melville’s Moby Dick was first reported in The Times in 1821. When we discovered that the Oscar-winning director Ron Howard was focusing on the doomed tale of the whaling ship Essex in his next blockbuster Hollywood movie, In the Heart of the Sea, we contacted Warner Bros Pictures with an audacious plan: to recreate the original Times reporting as a special souvenir poster for our 1.4 million Times readers in print, online and on their digital devices.

THE IDEA

We know that Times subscribers and readers are uniquely loyal to the news brand; a third are regular readers and the average subscription is purchased for more than six years. Taking a slice of history from the Times archive and sharing it with our current readers would therefore be hugely engaging. Our challenge was to ensure the project also raised awareness and interest in In the Heart of the Sea.

THE EXECUTION

To do this we secured a media first position in The Times for the poster as a special panoramic half-wrap. This wrapped the paper and folded out to twice the height of the modern Times, and included additional media space we used to promote the film.

Authenticity was Ron Howard’s watchword for In the Heart of the Sea so we had to ensure our souvenir front cover of The Times was as authentic as possible.

We decided to recreate the poster using 19th-century printing processes. We contacted Sue Shaw, founder and trustee of Stockwell Type Archive, who – with Stan Lane of Gloucester Typesetting – developed an entirely new cast of original Times fonts using a monotype process, and created a page that wove together original articles from the time of the sinking of the Essex, including The Times’ reporting of the death of Queen Caroline, and original classified advertisements. We also commissioned period etch- ings of a still from In the Heart of the Sea and the original Times masthead.

IN ASSOCIATION WITH

IN THE HEART

OF THE SEA

“I’ve never seen

advertising like

this before.”

IN ASSOCIATION WITH

Ron Howard, Director, In the Heart of the Sea

An award-winning campaign based on 19th-century

Times reports to tell the true story behind the Hollywood

blockbuster In the Heart of the Sea.

CAMPAIGN STATISTICS

1.4m TOTAL REACH

1 MILLION IN PRINT, 150K ONLINE

AND OVER 75K ON DIGITAL DEVICES

145 % AWARENESS GROWTH

FOR IN THE HEART OF THE SEA

(FROM 20% TO 49%)

72 % PEOPLE

WERE MORE LIKELY TO WATCH THE

FILM AFTER SEEING OUR CONTENT

86 % TIMES READERS

LIKED THE CONTENT

CAMPAIGN