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URL: http://www.fox.co.uk/
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Key Industries:
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Entertainment & Leisure
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Publishing & Media
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Telecommunications
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Key Sectors:
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Analytics
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Behavioural Targeting
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mobile
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Video
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Fox UK
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Brief
Fox Movies wanted to promote the release of its film version of Roald Dahl’s classic children’s novel, Fantastic Mr Fox, to people looking for entertainment, ideally those intending to go to the cinema. Having reached those people, Fox Movies wanted to raise awareness of the film and directly influencing their choice of viewing.
Strategy
Rapid Mobile worked closely with Kick Mobile, 118 118’s mobile ad sales house, to broker a deal with Fox’s media agency, Vizeum. Once the campaign was secured Rapid Mobile was able to insert ads into 118 118’s SMS confirmation messages for relevant enquiries using its contextual advertising service Ad2Txt. Various text messages promoted the trailer, gallery and opening date, all linking to a mobile site created by Rapid Mobile Media for the campaign.
Execution
The Fantastic Mr Fox campaign ran over a combination of out-of-home entertainment categories, including Cinema, as well as broader leisure groups including Takeaway food, Restaurants and Video Rental.
Results
The 118 118 campaign returned an average 0.72% click through rate across all the selected categories, with over 125,000 targeted impressions over a four week period. Cinema enquiries offered even more compelling results with 1.69% people clicking through to view the trailer.
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