The powerful Marlon Brando icon is the centre of all advertisement pieces, and makes the campaign holistic.TV copy and non-traditional formats: Information about the movies and the video-game is provided in myriad of formats, mostly non-traditional.Magazine campaign: The message is appealing to heavy game users, male magazine readers and free daily readers.

Overall, the average cost of each GRP of the campaign is reduced by 37%,vs having purchased 100% of traditional GRPs. These savings enable to finance the 100% of the magazine campaign. Sales during first month on air are above expectations, and higher than effective Christmas launches.