The Great DVD Amnesty

THE TASK

To sell DVD's in a market that is declining year-on-year.

THE IDEA

The Great DVD Amnesty, a chance for people accross Australia to clean out their unwanted DVD's and get $5 Cash-back on a new Sony Pictures title.

The campaign ran accross TV and Press, with all touch points pointing to an online hub. Here, visitors could meet and interact with the hero of the campaign, Jean-Claude Van Damme. Our site became the Amnesty Headquarters, where JCVD was working 24/7 to clean the DVD collections of Australia.

Through the site users could play with JCVD, interacting with him using their mouse. We green screened multiple scenarios, triggered by multiple interactions. The main bulk of the site was the ability for people to 'Report a collection'. Here, users could pick one of their Facebook friends, and upload their image into a video with JCVD himself. We created 2 videos, one for the guys and another for the ladies.

The site also allowed visitors to see all the people that had been reported, shaming them on our national wall. With hours of movie content to watch, and some specially shot videos there was plenty to keep people entertained. And of course, visitors could also redeem their 5 bucks thorugh the site too, getting a gift card posted to them, redeemable in all JB Hi-Fi stores.

THE RESULTS

- 1.4% increase in sales in a declining market
- 160,000 YouTube views
- 55,000 hits to the site
- 1 very happy action movie star

Client

Sony Pictures

When

November 2010

Roles

Creative
Design
Motion Graphics