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Background

May 4th has become the worldwide day that Star Wars fans all over the world choose to celebrate their love of the film series and to say "May the Force be with you" to each other.

2015 saw the day have even greater significance ahead of the launch of The Force Awakens, the latest release in the franchise.

 

CHALLENGE

To work with an agency partner who could convince their clients to celebrate the day together with the Mirror and convince our editorial team to help us add real magic to the advertising solution, making it compelling enough for advertisers to really go the extra mile and get onboard in the spirit of May the 4th.

 

SOLUTION

We worked in partnership with OMD and the Mirror’s editorial team to create a Star Wars themed issue of the Mirror on the 4th of May.

The Mirror editorial created a media first, by taking over the newspaper and website masthead, replacing the ‘O’ in Mirror with a Stormtrooper helmet. In addition to this we worked with them to create a fun editorial spread where, by answering some Star Wars related questions, our readers could work out which Star Wars character they would be. Additionally Star Wars factoids were peppered throughout the day’s issue.

OMD worked with a number of high profile Omnicom clients to produce Star Wars display ad creative that also ran across the paper on the day with Baby Bell, Hasbro, Starbucks, Heinz and SEAT all contributing. The first five ad pages in the paper were bespoke Star Wars day related creative copy.

Digital native articles also ran on mirror.co.uk and was supported through social channels.

 

RESULTS

  • Creativity and collaboration ensured we won the first ever Star Wars Day commercial partnership

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