Turn what's perceived as a commonplace disaster movie (The Day After Tomorrow) into a spectacular must see movie experience.

Viewers were:16% more likely to believe that this weather event could actually happen;41% more likely to classify TDAT as "must see" movie.105% more likely to agree "I don’t want to miss it";TDAT outperformed the US by 11% pro rata - and was more successful than Troy.

Australian Big Brother is filmed on the tropical Gold Coast. Our idea was to own an entire prime time episode by having the house snowed in overnight. This involved promoting an impending storm, locking down the housemates and having the world premiere of "The Day After Tomorrow" within the house.

This dramatised the possibility of climatic change and played directly into our key consumer insight.

Seamless integration of our film premise into the fabric of Big Brother delivered total engagement with the audience for that episode.

By setting new standards in the use of television, we created massive TV and newspaper PR which expanded our consumer coverage. Most importantly this campaign created huge talkability and buzz in the lead up to the film's release.

Insight: People believe in climatic change and fear it's consequences. Demonstrating this as a reality increases the likelihood of people wanting to see the movie.Strategic approach: Deliver huge talkability and product engagement by creating "widespread" climatic change.

To achieve the scale required we hijacked a major TV event and wrote climatic change into the script.Through sponsoring Big Brother, we achieved unprecedented editorial co-operation enabling us to influence scripting promotions and PR.The housemates - in a media vacuum - were the perfect "victims" of our staged weather phenomenon. Their reactions were aired live on national television.

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