Atomic was selected out of a field of top entertainment firms
to assist the IMAX brand in dialing up its consumer story. Previously,
the IMAX story was most associated with science or documentary
films or embedded within stories about specific films, box office
results and corporate financial results. After conducting ComContext™
analysis on IMAX and other tracking brands going back one year,
Atomic suggested a simple strategy: flip the story. Going forward,
lead with the superiority of the IMAX experience in terms consumers
could very easily grasp and remember — and to use Hollywood
blockbusters on IMAX, box office results and IMA's technology
details as the data points. The Atomic–derived theme for
the campaign was "IMAX: the First Class ticket to the movies”
— and it was reflected in everything from custom press
kits and comp invitations made to resemble First Class airline
ticket jackets, to the language used in all written interactions
with media and IMAX partners. Results
- Immediately, coverage about film releases and reviews,
financial results, etc., began to reflect the thought "IMAX
is the first class ticket to the movies", and began to include
more content about the superiority of the IMAX experience
- Shortly thereafter, coverage was secured reflecting IMAX?s
role in the creation of blockbuster hits like Polar Express
- The third wave of coverage featured IMAX directly, and
clearly replayed the First Class Ticket theme
© Atomic Communications, LLC
