2013 Winners & Shortlists

Results and Effectiveness

The campaign was viewed by over 2.4M readers and got over 1M visitors searching for 'break-free' movies listings on the website. During the campaign, fans on the Fox Movies Facebook page reached 300,000. The overall viewership of the channel saw an increase of 10.2%. The positive response made Fox Movies add 30 more movies to the 'break-free' time-slot.

Creative Execution

To demonstrate the benefit of 'break-free' movies we printed movie scenes on a double page spread in magazines. We then tore fake promotional ads and attached it in between the movie scenes. These promotional ads were published in magazines that were widely read by movie lovers - magazines that covered topics such as celebrity gossip, movie reviews, movie listings and fashion tips. The torn ads created curiosity amongst the readers, which helped us demonstrate our message easily.

Insights, Strategy and the Idea

Nobody likes to be interrupted during movies. So, Fox Movies created a time-slot to air movies without commercials. We were asked to create awareness of these 'break-free' movies.