 | Play Brings James Bond To Life In-Store For Video Launch | 19/11/2003 |
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| The latest James Bond blockbuster from MGM, Die Another Day, is about to hit the small screen with an in-store campaign created by specialist home entertainment agency, Play. |
| Guy Palmer at Play explains: “James Bond is a truly household brand and working on this launch involved us pushing creative boundaries.” The team at Play not only had to excite the consumer with a high profile retail event, but also ensure compliance in-store, so they developed exciting, informative trade communications as well as a 2-phase POP campaign and event POP packs for key stores. |
| The first POP phase involves pre-awareness activity in-store with the objective of creating hype and anticipation prior to the release date. This build up is intensified at seventy sites around the UK where there will be countdown clocks marking the time until the launch on Friday 2nd May. The hype culminates in special midnight openings as the countdown clocks hit zero. Play has designed special event packs including bunting, cladding and posters to create a real buzz in-store. |
| In the second phase, retailers will be able to tear off the pre-release panel on the existing standees of Halle Berry and Pierce Brosnan bearing words ‘No Ordinary Day’ to reveal the release slogan ‘No Ordinary Mission’. In addition many stores are creating in-store theatre around the launch with giant theatrical style standees and store specific artwork ranging from hanging banners to bus stops. Play has ensured that all communications are fully compliant to guarantee maximum siting. |
| “A James Bond launch is always a challenge but Play has used the language of Bond imaginatively in all their communications to the trade and consumer” says Liz Trew, Trade Marketing Manager at MGM. “We expect this to be our most successful launch to date.” |
| The ‘No Ordinary Day’ pre-release campaign begins on 14th April and the ‘No Ordinary Mission’ launch begins from midnight 2nd May. |
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