Fox Films: Rise of The Planet of the Apes

Advertising – Case Study

Fox Films main strategy for the 2011 theatrical release of Rise of The Planet of the Apes was to target large audiences of males, in a captured environment and a unique mindset. Blink TV’s proposal was to run the campaign across the big screens at both High Voltage Festival and V Festival. The audience at High Voltage Festival is traditionally a male biased crowd. V Festival is more mixed crowd and for this reason we agreed to play the Fox Films shorter creative, during the day, prior to male acts only on each of the stages. This was followed by a strategy to play out the final 2min 30 sec spot on the big screens prior to headline acts Rihanna and Eminem, on the main stages of both sites of V Festival, on both days.

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