Fox – We Bought a Zoo

1. Fox – We Bought a Zoo • The Challenge: With limited budget 20th Century Fox wanted to drive awareness of their new release, We Bought A Zoo, amongst 25-54 women. A strong emphasis was placed on minimising wastage, making the communication as effective and efficient as possible, and making the release part of the consideration set. • The Solution:, Through the use of fitting room panels within multiple retailers – Dorothy Perkins, Wallis, Evans, Outfit and BHS – ‘We Bought a Zoo’ benefited from exposure within 670 UK high street and shopping mall stores, all in close reach of cinemas, footfall of over 8m 25-54 ABC1 women across the 2 week period and minimal wastage. Targeting delivered through the use of trusted & successful retailers meant that Fox could reach women when they were shopping, on their own or with friends, and enjoying a little me time away from the stresses of daily life. The up close and personal nature of fitting room panels gave ‘We Bought a Zoo’ a window into this experience and meant they were part of the conversation with thousands of women. • Key Details; • 5th - 18th March 2012 • Retailers; Dorothy Perkins, Wallis, Evans, BHS & Outfit • Formats; 5,950 x Fitting Room Panels across 670 UK stores • Planned & Bought by Vizeum/Posterscope