Jumper

Twentieth Century Fox chose traincards in support of an integrated campaign to raise awareness and drive footfall at the box office for the feature film 'Jumper' - a story based around a genetic anomaly which allows a young man to teleport himself anywhere.

The 2 week campaign ran on 6,000 panels in January 2008 and aimed to boost attendances at showings of the film.

Some of the key findings from TRACE*, our campaign monitoring service, were:

• 14% of all passengers spontaneously recalled seeing advertising for films on trains, with 84% of these people mentioning it was for Jumper
• When prompted, 60% of passengers remembered seeing the Jumper advertising on trains, with 45% of these people saying they had seen it 'a few times'
• 29% were familiar with the advertising having also seen it elsewhere
• 72% of those surveyed said the advertising was "clear and easy to understand"
• 53% thought the advertising was "informative"
• 52% believed the advertising was well-targeted and "aimed at people like me"
• 44% agreed the advertising "makes me more likely to consider seeing the film Jumper"