Jurassic Jeff

Leeloo the pug stunned to see 25ft statue of Jeff Goldblum unveiled on Potters Field today, as NOW TV celebrates Jurassic Park’s 25th anniversary

The brief

NOW TV wanted to find a way to get content-hungry 18-30 year olds to buy a Sky Cinema Pass during the summer

The distraction

Watching TV is fairly low on anyone’s list of priorities in the middle of a glorious summer heatwave. Young people aren’t talking about or thinking of watching films, they are deciding which green space, pub garden or rooftop to go to and bask in the sunshine with their mates

How did we make our audience care?

We identified the 25th anniversary of Jurassic Park as a moment our audience would care about given the cult status of the film.

We used social listening to determine exactly what people loved so much about the film…and it wasn’t the dinosaurs. They were talking about Jeff Goldblum and the meme of his character Dr Ian Malcolm laying back, shirt unbuttoned and golden torso out was the most shared and celebrated moment from the film among our audience

So we decided to create our own homage to this glorious moment in the form of a 25ft statue of shirtless Jeff. And, given the time of year and the temperature, we needed to bring any activity to where our audience were – outside.

The action

Over two days, Jeff Goldblum was trending across 117 different locations, across eight different countries, and with a tweet being sent every two seconds. The story reached as far as Africa, Australia, New Zealand and Bangladesh, while in the US Fox News, USA Today and Good Morning America picked it up.

As well as over 100 pieces of broadcast coverage, everyone from the BBC to Unilad, Vice to Buzzfeed ran multiple stories as the internet couldn’t get enough of Jeff. The story became a Twitter Moment – second only to Obama’s first criticism of Trump – and on social Jeff had a reach of over 340 million.

  • A 37%* uplift in NOW TV Sky Cinema Pass sign ups week on week

  • 293 pieces of coverage, including over 100 pieces of broadcast, from The Graham Norton Show to Good Morning America

  • Overall media reach of over 2 billion (2,210,000,000)

  • Trending on Twitter in 117 locations across 8 countries

  • Ad Week called it ‘an instant classic’; an op ed in The Drum used it to decry that ‘ad agencies just aren’t getting it’

  • Jeff had a reach of over 340 million

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