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THE MOVIE NETWORK

Taxi's creative idea for Astral Media's The Movie Network sprang right out of the product, or rather, the experience of not having the product. It combined a consumer benefit and acquisition message in a single idea that people found very entertaining. An outdoor teaser campaign used scrambled scenes showing just enough for people to recognize high-profile movies and actors. Phase two introduced the campaign tagline "See What You're Missing," the brand and the phone number people needed to call to subscribe. TV spots carried the same message. Success was evident. Advertising awareness levels reached 85% and The Movie Network saw a 5% increase in new subscribers.

Television

Grinch	The Others
Montage

Out Of Home

Brad	Lord of The Rings
Nicole	Oceans Eleven
Royal Tannenbaums	Sean

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