Projects.
Star Wars: The Last Jedi
The project
SBM delivers a holistic marketing campaign to promote the release of Star Wars: The Last Jedi in Australia.
The puzzle
As Disney’s preferred marketing partner in Australia, SBM was entrusted with the task of promoting Star Wars: The Last Jedi. The SBM team had to deliver a full advertising campaign, utilising the official film artwork from the USA and repurposing it for Australian audiences, while keeping to Disney’s high marketing standards. The Snapchat segment of the campaign involved the creation of icons and street posters. SBM would also be involved in Melbourne’s Southern Cross ‘Station Domination’, creating artwork that would be seen by thousands of commuters daily.
The solution
With many years of Disney experience, the SBM team understood that the key would be constant feedback and extremely precise, on-brand visuals. Communication with the client was especially key in this instance, as this allowed every tiny change to be made for the purpose of further appealing to the film’s target audience. The design team produced web banners, posters and billboards of many different sizes. Also of note were animated digital panels and social campaigns, which came together in a holistic, Australia-wide campaign to cover many different types of medium.
The results
Star Wars: The Last Jedi was a box office hit in Australia, earning $16 million on opening and almost $45 million throughout its local cinematic run. The Snapchat campaign was a huge success, with users prompted to choose between the ‘light side’ or ‘dark side’ of the Force by scanning Snapchat codes and furthering the blanket of promotion across both physical and online. The ‘Station Domination’ project saw Southern Cross Station converted into a Star Wars hub, with every staircase, banner and screen dominated by advertisements for the movie.
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