Dr Martens

CASE STUDY

Client: Dr Martens

Agency: Pd3

Campaign: Dr. Martens - Veer cinema project

Brief:

To publicise the Dr Marten's Veer Cult Film Event, across a range of major UK cities.

Target Audience:

• Young Professionals
• University Students
• 16-29 Young Urbanites

Campaign Description:

Link Communication displayed a combination of branded low tack tape (in the style of Police Crime Scene Tape) / die cut Foot Print stickers / branded cinema film roll style metal cases and flyers - across a range of targeted high-footfall locations that attract high volumes of the core demographic (near to cinemas, bars, pubs & clubs, in fashionable shopping areas, around universities, etc).

Activity was executed on Thursday, Friday and Saturday evenings in advance of the Cult Film Event which toured each city. The core campaign objectives were to raise awareness of the Dr Martens series of short films, to drive traffic to the website and to showcase the 'Veer' trailer in a very different, 'urban' and Dr Martens style that was to be 'Outside of Ordinary'.

Results:

• 1,000 branded film cases, 3,000 stickers, 1,000 meters of branded tape and 10,000 leaflets were distributed over the duration of the campaign all in high visibility strategic locations.
• The film screenings received excellent attendance in each city.
• The client was delighted with the campaign and reported the highest hit rate on the website for people downloading the short films.