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In order to generate awareness for “KILL BILL” before traditional TV advertising began, Deep Focus developed a "teaser" campaign to build awareness among audiences that both were eagerly awaiting the next Quentin Tarantino film, as well as those relatively unfamiliar with the director's work. Because we just wanted to "tease", we needed to be clear and concise with our messaging. Using iconic imagery from “KILL BILL” (the Sword), as well as associating it with Tarantino, we were able to help raise the level of awareness as indicated by audience-tracking data.
Once traditional advertising began, Deep Focus supported those efforts by maintaining the creative integrity of the TV spots as well as introducing audiences to the film's characters sequentially. In the weeks leading up to the campaign, traffic was driven directly to the “KILL BILL” Website, where viewers immediately were prompted to watch the film's trailer. In these critical weeks, Deep Focus developed high-frequency, high-impact units to get audiences' attention, and let them know that “KILL BILL” was THE film to see on opening weekend. The week of the film's release, a massive road blocking campaign drove audiences directly to show times and ticket purchasing pages to increase opening weekend box office take.
It was extremely important that the creative units embodied the non-stop action and appeal of the film, while positioning it as an event. This holistic, comprehensive creative campaign was successful at not only getting millions to watch the trailer and TV spots, but also at helping to get them directly into theaters.
-- Ian Schafer, Founder, Deep Focus
