Rocky Balboa Campaign

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Strategy

The national 6-sheet campaign ran for two weeks in 460 leisure centres in January 2007, and aimed to encourage young adults and teenagers to visit the cinema to watch the film.

Results

12% of leisure centre users spontaneously recalled seeing advertising for a film inside the leisure centre, with 74% of those mentioning it was for Rocky Balboa

When prompted, 44% of leisure centre users remembered seeing the Rocky Balboa advertising inside leisure centres

One-third of adults under 35 years of age said that they were likely to go and see the film Rocky Balboa

36% of adults in a household of 3 or more people said they were likely to go and see the film Rocky Balboa