ASIA-PACIFIC – SYDNEY, AUSTRALIA, NOVEMBER 5, 2010 – Sony Pictures Home Entertainment launched "The Great DVD Amnesty" campaign created by independent advertising agency iris Sydney. The campaign, which features film star Jean-Claude Van Damme as its spokesman, aims to drive sales of DVDs during the Christmas season.
The idea is based on the insight that long-forgotten DVDs take up valuable space at the back of people’s DVD collections. The Great DVD Amnesty is their chance to clear out this deadwood, no questions asked, and receive a cash reward for their efforts. Consumers will be offered A$5 cash back on their unwanted DVDs.
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The campaign will feature a 30-second TV spot, a fully integrated digital campaign which will include a website: dvdamnesty.com.au, online advertising and social media activity, and nationwide retail communications.
Tom Hoskins, creative director at iris Sydney, said: "Every great cause needs a hero and when you¹’re looking for someone to take out the trash and clean up people¹s DVD collections, Van Damme is your man. His own back catalogue of films sits at the sweet spot of the DVDs we¹re trying to sell and so he was the ideal choice to be judge, jury and executioner for the amnesty."
David Flanagan, national marketing manager for Sony Pictures Home Entertainment, said: "iris has delivered a big, unique, groundbreaking idea
based on a strong consumer truth and it¹s brilliantly executed. It’s got the whole business excited and the positive response we’ve had from retailers is unprecedented."
The media strategy was devised by Slingshot Media Ventures and PR managed by Hausmann Communications. Global agency iris’ 40+ strong Australian operation, which has offices in Sydney and Melbourne, counts a number of blue-chip brands among its clients including Sony Ericsson, Sony, Shell and adidas.
