Joseph Melton Creative Director and Brand Manager

ABOUT

Where Giant Dreams Come to Life.

Conceived of and Art Directed by Joseph Melton.

Approved by Steven Spielberg.

Objectives:
• Change perceptions.
• Extend brand reach.
• Highlight film locations.
• Increase exposure for Britain outside of London.
• Increase PR exposure.
• Increase social media and digital engagement.
• Create data capture opportunities.

Markets:
PRIMARY: USA, France
OTHER: Germany, Australia, Brazil, India, GCC, China, Spain, Italy, Netherlands, Canada, Switzerland, Sweden, Norway, Russia, Japan, Austria, South Korea.

Idea:
I wanted to bring the feel of the film to life through the GREAT product, the OMGB brand thought and Disney’s brand so I focused on family moments from a child’s perspective and the film’s creative styling. Having the lead character interacting with icons in Britain really showcased the sense of scale between her and the ‘giant’ GREAT product. Something so awe-inspiring that it takes your breath away.

The idea is warm, welcoming, magical and evokes the excitement and fun of new discoveries.

BFG Press Launch:
• Reached 36 million people
• Coverage in 5 countries (Australia, India, Turkey, UK, USA)

Evaluation:
• 74,166 competition entries – nearly 3 times the target of 25,000. Entries are broken down as US (53,049), France (12,642), Canada (4,258), Australia (3,639) and Russia (578).
• 29,071 opt-ins – nearly 3 times the target of 10,000
• 39.2% average opt-in rate. Our target was 40% (41.7% opt-in rate for US and 19.9% in France)
• Media spend - 43.4m impressions
• Social Media - reached 477,358 consumers and generated 8,026 engagements..


Date created: June 2016 2016-06-01T00:00:00+0100
Date published: 2 December 2020 2020-12-02T11:54:28+0000

MADEIT CREDITS

The BFG and GREAT Britain

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