There are a few products as ephemeral as a movie, which during the first weekend of premiere earns most of its profit at the box office. Therefore an intense, concentrated and notorious activation pre-release is vital. "Alexander and the Terrible, Horrible, No Good, Very Bad Day" was supposed to be a minor release with a high risk of going unnoticed. To avoid this we used a creative idea that managed to transform conventional media into “unconventional”. Furthermore the campaign also had the intention of strengthening the argument of the film.

The objective was to generate notoriety for the release of Disney’s latest movie:

"Alexander and the Terrible, Horrible, No Good, Very Bad Day”. A movie about the adventures of a jinxed boy, which bad luck spreads to the rest of his family.

The challenge was to use the regular promotional material and making it much more noticeable.

The strategy was to communicate the plot of the movie, (the protagonist’s huge jinx) not only with the content of the pieces, but also with the disastrous way in that these pieces were exposed in different media.

With this campaign we achieved, for what was considered a minor premiere for Disney, a big success becoming the most viewed film in it’s category during the month of release: November 2014*

It totally exceeded the client’s expectations by achieving above 13% the objectives marked by Walt Disney Company.

* ( Source : Rentrak 2014) .

The disastrous performance of each of the pieces in the different media channels made the movie plot more evident, notorious and fun by simply spreading Alexander’s jinx throughout the entire campaign.

The film promotion was released two weeks before the premiere (November 7) and was on-air until a week later. The media on which it was implemented were the most appealing to the target: Film, TV (trailers and special actions), outdoors, digital and print.

The campaign was planned with one purpose: it had to be an absolute disaster. But in many cases the professionalism of the technicians responsible for implementing the pieces worked against us. We had to supervise, one by one, until all of the pieces were exactly how we wanted them to be, a total disaster.