Ogilvy PR’s consumer public relations agency Pulse Communications worked with Twentieth Century Fox in conjunction with Virgin Blue to help celebrate the launch of Avatar on Blu-ray and DVD and to ignite excitement around the country. Avatar, the highest grossing film of all time, became available nationally on Blu-ray and DVD on Thursday 29th April.
The idea was to capture the hearts and minds of Avatar fans and to make them feel as if Avatar had spread across the country. With the parameters of only nine working days from the initial concept to execution, Pulse Communications was responsible for bringing the concept to life.
A large public relations stunt was created utilising an Avatar inspired Virgin Blue Boeing 737, 20 Nova competition winners and current and former NRL bulldogs players. The lucky competition winners and Bulldog players were expertly airbrushed into the Na’vi people, complete with wigs and ear pieces, and sent on the trip of a lifetime to be a part of the biggest DVD launch in the country.
The Virgin Plane flew from Brisbane to Sydney airport to be met by four models that had been completely transformed from head to toe into Na’Vi. The four Na’Vi models posing outside the Avatar inspired plane, and inside the cockpit resulted in a fantastic photo which generated huge media attention.
The resulting media coverage reached an audience of over 25 million and created a return on investment of 20:1. Highlights included The Daily Telegraph and Sydney Morning Herald Online, mX Sydney, Gold Coast Bulletin confidential, Channel 10, Fox Sports News and Nova FM.
The success of the public relations campaign was only further reinforced as AVATAR shattered industry records delivering the biggest “day one” DVD and Blu-ray sales results of any film in Australia, announced today by Twentieth Century Fox Home Entertainment (TCFHE). In just one day, TCFHE sold 360,000 combined units of AVATAR (DVD and Blu-ray) – beating all “week one” release records.