CROSS-MARKETING CAMPAIGN FOR “BRIDGET JONES’S BABY” LAUNCHED
The pharmacy shelves of Germany’s supermarkets have a new eye-catcher: the faces of Bridget Jones icon Renée Zellweger, Oscar-winning actor Colin Firth and “McDreamy” Patrick Dempsey can now be seen on Regina’s Softis products. The promotion is the result of a cross-marketing campaign realised by Scholz & Friends for the film distributors STUDIOCANAL.
After abstaining from the big screen for twelve years, Bridget Jones is back in German cinemas on 20 October. For the first time in her life, the charmingly chaotic single, who spent years looking for the ideal partner while her love of chocolate and her weight problems played out, seems to have everything under control. But then an unplanned pregnancy throws her off balance once again. Bridget Jones’s Baby is the third and long-awaited instalment in the popular romantic-comedy series.
Scholz & Friends supported the marketing of the film’s release on behalf of the distributors STUDIOCANAL. The cross-marketing team managed to gain Softis tissues by Regina as a cooperation partner. “We are really pleased that Scholz & Friends found us such a suitable partner; with Softis, we have been able to implement an eye-catching competition cooperation both at the point of sale and in the digital media.”, says Lutz Rippe, Vice President Marketing at STUDIOCANAL. “The benefit of cross-marketing is that customers can be approached in a targeted way and a high level of awareness is achieved; it is also an excellent customer loyalty tool,” explains Claudia Münzner, Director Cross-Marketing at Scholz & Friends. “Moreover, it is a low-cost approach to acquiring customers.”
The cinema film cooperation initiated by Scholz & Friends will see Regina Softis products feature the Bridget Jones images with the motto “Lachen, bis die Tränen kommen” (“Laugh until you cry”) at the point of sale on pharmacy shelves until the end of the year. In addition, there are promotions with shelf eye-catchers and advertising columns. Through a competition promoted on the products and the web page bridgetjonesbaby.de/softis, Bridget Jones fans can win two of 400 cinema tickets and one of 200 two-film DVD box sets every week. A particular highlight comes in the form of five trips to London for two people sponsored by the online travel agency opodo; these can be won by any of the competition’s entrants.
Every year, the brand activation team for cinema cooperations at Scholz & Friends Hamburg initiates around 30 large-scale projects between a wide variety of retail brands and film distributors. The cross-marketing specialists have also, for example, entered into a Germany-wide cooperation with Dunkin’ Donuts this year for the family entertainment adventure Robinson Crusoe.
CLIENT: STUDIOCANAL GMBH
Senior Product Manager Theatrical & Home Entertainment: Katrin Förster
AGENCY: SCHOLZ & FRIENDS HAMBURG
Director Cross-Marketing: Claudia Münzner
Assistant Cross-Marketing: Julia Sobota
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