With the most compelling and comprehensive campaign to date, Sony Entertainment Television (SET) launched their new 13-part action drama series, Leverage, which premiered last Thursday night at 20h30 on DStv channel 113.
Using integrated, experiential and promotional elements, Volcano Advertising produced a truly unique and attention-grabbing campaign to highlight Leverage's fast-paced action and infectious energy in both the storyline and cast.
The campaign included a series of mock arrests played out in true Hollywood cops and robbers style in high traffic areas in Gauteng and Pretoria. While motorists slowed their cars to watch the unfolding action, phony Daily Star newspapers with bold headings were distributed.
“We wanted to talk directly to our target audience by drawing their attention to the series. This was achieved through the arrest scenes which stimulated interest with many motorists stopping their vehicles to find out what was going on,” said Bradley Copeman, Volcano's Creative Director. “In addition, street pole ads and phony newspapers which included snippets of upcoming episodes and a brief background of the cast, added to the hype and exceeded the awareness we anticipated!