egtabites TV 2015

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his week’s egtabite features a sophisticated multi-media campaign across television, radio,
nline and cinema. Rai Pubblicità, the cross-media sales house of Rai – the Italian public
roadcaster, placed compelling content at the heart of a series of movie promotions for its
lient, 20th Century Fox, making full use of the unique strengths of Rai’s channels and
dvertising platforms.
ai Pubblicità focused on entertaining the audience by presenting great content, designing
the campaign in line with the client’s objectives. The following example – for the cinema
launch of Ridley Scott's hit movie Exodus: Gods and Kings – explains how Rai’s channels delivered the campaign across
multiple touchpoints.
This is one of the case studies featured on
Two key ingredients for success
The campaign for the cinema launch of the film Exodus drew on two concepts: the big
event and sound branding. As appropriate for a movie on an epic scale, Rai
Pubblicità devoted a large amount of airtime to promoting the movie launch during the
period from 15 December 2014 to 17 January 2015. In addition to classical advertising
in the form of TV spots and customised on-screen frames, Rai Uno screened Ten
Commandments, a one-man show by Academy Award winning director Roberto
Benigni. Thematically linked to the subject matter of Exodus, the show was the most
successful television event of 2014, with an audience of more than 10.3 million and a
38.3% market share.
The TV campaign supported the sound brand concept through the use of 5”
elivered throughout the day, with a strong presence in prime time. This element
of the campaign helped convert the movie’s soundtrack into a mood for viewers,
linking the broadcaster's television stations with the movie's distinctive sound.
For the big event concept, Rai Radio1 and Radio2 brought the Ridley Scott movie into
its editorial content, with a series of pieces thematically linked to the Biblical epic.
These included pieces on major Biblical movies, film soundtracks, the history and
places of the Jewish Exodus and Ridley Scott’s characters. 15” promotional spots
amplified the editorial content, ensuring widespread coverage on Rai’s radio stations,
and podcast pre-rolls introduced the movie to digital audio listeners.
The Exodus soundtrack became Radio1's new with 150 iterations each
week, creating a perfect fusion of the movie and radio brands.
The online element of the campaign centred around a special 20th Century Fox section on the platform, using the Rai
Celebrity format, which was promoted on the site’s taskbar and was used to host the client’s videos. Additionally, all advertising
formats in this section were reserved for 20th Century Fox.
13 February 2015
TV and radio: the Gods and Kings of brand communication
Target: TV & Radio