2003 BEST ONE-OFF MEDIA IDEA WINNER

WINNING ENTRY - Peep show

COMPANY - Maverick

CLIENT - Imax

OBJECTIVE

The difficulty of communicating the Imax experience to someone who hasn't visited an Imax theatre meant that Maverick looked outside of traditional media such as TV and magazines in its campaign to market the film Space Station 3D to an audience new to Imax.

CAMPAIGN

Innovation was the key to changing the perceptions of people who had never visited an Imax theatre. Maverick created an interactive hoarding poster, with two eye holes creating a "peep show" onto a backlit 3D viewer. These were built at construction sites in high traffic areas near the Sydney and Melbourne Imax theatres, with the message on the hoarding "Look here to see construction of a real life space station". By peering into the holes, the viewer became immersed in a simulated 3D space experience, that approximated the Imax experience.

RESULTS

At one Sydney site, near the George Street cinema complex, there was a queue 20 people deep on the second day to view the peep show. "People clickers" counted the number of people who looked at the peep show across the campaign. Sydney recorded 117,924 viewers, while Melbourne attracted 115,140. The film Space Station 3D became the most successful Imax film launched in 2002.

JUDGE'S COMMENTS

The medium was the message. An innovative and single-minded media solution.