NBCU It's Movie Night

  • Dan Viveiros
  • Hannah E. Davies

Reinventing movie remarketing with a bold, behaviour change campaign. NBCUniversal were seeing a serious decline in digital downloads of their titles and needed a way to stimulate TVoD sales fast. So, to win over audiences — and influence new patterns of buying behaviour — in the age of streaming, second screens and choice paralysis, we created a nostalgia-twinging campaign that reminded everyone of the domestic movie-watching rituals we used to love, once upon a time. To launch IT’S MOVIE NIGHT we created a versatile new design language, combining strikingly stripped down visuals with punchy, personality-driven copy, that could easily be applied to any title in NBCU’s extensive back catalogue — hooking in audiences with a campaign unlike anything else in the film promotion market. Then, to inspire people to really invest in the occasion, we gave clear instructions on how to do so, using complementary clips to add emotional impact to our DOOH and Social. In print, we teased audiences with tantalising plot details, providing just enough intrigue to get them to want to watch without giving the game away. Kicking off in 2019 with The Secret Life of Pets 2, we’ve released work for blockbusting titles like Fast & Furious presents: Hobbs & Shaw and kid-centric comedy Good Boys, as well as delivered an end of year Legacy campaign featuring cinematic classics Jurassic Park, Back to the Future, Jaws, ET and Bridget Jones. Further titles will be coming soon to screens near you.