The situation

With UPC On Demand, the Dutch Video On Demand (VOD) service from UPC, you can watch classic and current movies whenever you want.

To coincide with the release of Tim Burton’s Alice in Wonderland on Video on demand a Pan European campaign was started round all available Tim Burton movies.

The campaign objective was to communicate the available Tim Burton titles available from UPC On Demand.

The marketing strategy was to do use the hype around Alice in Wonderland to regenerate interest in the older library titles.

Objectives and target group

The target group is primary all UPC On Demand customers, with a strong focus on Film Buffs, Animation lovers and Fashionistas.

The strategy

For this campaign we used the media which can be viewed by our target group which is the promotional channel which runs on Channel 11, an excellent position, as viewers will come across this while zapping.

The second medium is a window in the On Demand application itself: this is the place and the moment where customers decide which movie to buy and watch.

Execution and implementaion

The brand that is promoted is UPC On Demand.

The budget

The campaign is consistent with our core aims: to increase the sell of on demands movies and to stimulate the first time usage of the On Demand service by UPC Digital TV customers.

The measurement

The overall look and feel of the spots is Burtonesque, editorial fashion. The characters sitting around the cakes at the table feel like fashionable fans of Burton's creation. Think Goth Lolita and high fashion mixed with the kooky characters from his movies. The characters around the table are all inspired by Tim Burton's imagination.