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- Wavemaker Switzerland FR
Wavemaker Ireland
If You Choose to Accept It!
Client
Paramount - Mission Impossible: Fallout
Market
Ireland
Positive Provocation
By using our influencers as a platform to showcase the excitement of the action within the movie, we were able to draw positive provocation with a younger audience who normally would not have given the title the attention it needed.
Appealing to a younger demographic
01.
Challenge
Our core target audience for our latest Mission Impossible movie was 15-24 year olds males. The first Mission Impossible film was launched in 1996 starring Tom Cruise and he has appeared in every movie since then. The challenge we faced was that most of our target audience had not even been born when the first Mission Impossible movie was released and Tom Cruise was old enough to be their dad!
Our challenge was how to communicate with an audience who did not connect with the movie franchise or the lead actor
02.
Insight+Strategy
1 /
2
In 2018 Conor McGregor was a global phenomenon with over 31.5m Instagram followers. In Ireland he was seen as the #1 idol for young males and renowned as Ireland’s #1 hard man. The two men behind that success were his coach team, John Kavanagh and Owen Roddy. Both were exceptionally well known and revered in Ireland and both have a combined Instagram following of just under 600k followers.
Together they could spark interest in the movie and encourage fans to see it. However we knew it wouldn’t be enough for them just to endorse the movie – too many Influencers do just that. We knew that their enthusiasm for the movie had to communicated authentically to the fans.
Together they could spark interest in the movie and encourage fans to see it. However we knew it wouldn’t be enough for them just to endorse the movie – too many Influencers do just that. We knew that their enthusiasm for the movie had to communicated authentically to the fans.
03.
Activation
1 /
2
Stunts are what mainly attracts a male teenage audience to n action movie. Mission Impossible was renowned for the quality of the stunts and most of the feature stunts were performed by Tom Cruise himself – one whilst suffering from a broken ankle!
Our idea was to challenge Owen Roddy and John Kavanagh to compete against each other performing some of the most exciting stunts from the movie. We would then capture this exciting stunt content and distribute it to our target audience.
Results
Mission Impossible Fallout had the highest opening weekend of any Mission Impossible movies in it’s 23 year history.
It was the number one movie in box office, Both John Kavanagh and Owen Roddy attended the Dublin premiere, sharing it on social media and adding to the excitement of the event and the movie
Coach Kavanagh Post: 113.6K reach Stories: 32.0K – 90.4K views ps Coach Roddy Post: 39.7K reach Stories: 6.5K – 18.1K views ps
