WINNER Film distributor Paramount built excitement around the DVD release of its movie School of Rock with a range of innovative press packs that encouraged promotion of the launch in a range of media.
The work, through Output, aimed to convey the key messages of the film, as well as encourage journalists to provide coverage for the release of the DVD.
Output sent out a collection of customised guitars to the media that showcased the image of the film. Each guitar was unique in style, made up of stickers, stencils, spray paint and slogans, as well as references, quotes and imagery from the film.
With a limited budget of £1200 to produce 40-100 mailers, and a deadline of four weeks, the subsequent result impressed the judges with its simple promotion and its appropriateness for the market. The off-the-wall creative caught the eye of the judges not only for its innovation, but also for its return for the client from such a small investment.
The success of the promotion was such that within days of the mailing being sent out, all the key media targeted had responded, and some even requested subsequent batches for use in competitions.