Michael Hill ‘The Film’

In August, Michael Hill launched a new bridal campaign, using the love story at the heart of the business, as inspiration – between Michael and Christine Hill.

Whilst TV had a role in the campaign, a 2-minute video was the hero asset for the campaign, and Out of Home was used to drive interest in the film and drive people online to watch.

JCDecaux was the lead Out of Home partner, with the majority share being given to evocative Large Format to drive interest and emotional engagement, through commanding imagery and intriguing copy. The beautiful campaign is an excellent example of the relationship between the online and offline worlds, or the public and private screen, as demonstrated in the JCDecaux media planning formula P2+C=5.

Out of Home was considered an optimum channel to drive mass awareness and talkability within the launch week.