The Brief
Prime Video was set to launch its fourth local original; Breath of Life on 15th of December, 2023, and our brief was to craft a Nigeria-tailored “Think Big” 360 campaign strategy as well as develop a creative platform for the movie, to drive mass viewership and customer acquisition.
The Execution
We came up with a breathtaking gift for the season – an activation of the #LiveToGive Box and Give List, which we used to introduce Nigerians to our campaign message #LiveToGive, and drive awareness for the movie. Giant #LiveToGive Boxes were set up at two key locations – Lagos and Ibadan – to engage with our T.A.
Leveraging the reach and influence of selected influencers along with the key cast of the movie, we inspired Nigerians across social media to come out in their numbers to make a list of loved ones on their Give Lists and paste it on the giant box, thereby encouraging the act of giving that Christmas season.
The Result
- We created a stunt that not only got our TA’s attention but got them talking about our campaign message #LiveToGive
- We recorded over 2000 pasted Give Lists in both locations.
- Our marketing efforts ultimately drove platform subscription and viewership of the movie itself, making Breath Of Life the movie of the season.