When Madman brought a family-friendly kiwi comedy to us, we found the perfect partnership in Kelly Club and Kelly Sports.

The client brief:

To promote the release of Red, White & Brass, Madman Films were looking for additional exposure with a focus on targeting families through partner channels. Madman wanted to offer early access screenings to their target audience and generate positive word-of-mouth before the film’s release.

The idea:

When considering a partner for Madman’s Red, White & Brass we took a good look at the film itself for inspiration. A story of classic Kiwi ingenuity, the family friendly film showcases the strong Tongan culture in New Zealand alongside our crazy love of sports.

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Kelly Club and Kelly Sports aims to create a home away from home for children and works alongside parents to do so. It only made sense to showcase to Kelly Club & Kelly Sports young minds the core values of this film – and to have a laugh while doing so.

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The partnership was promoted through an EDM and social channels to give Kelly Club and Kelly Sport families the opportunity to see Red, White& Brass at their own early screenings across Aotearoa.

The partner objectives:

Kelly Club wanted to create an exclusive and memorable movie experience for their active audiences through private screenings. By offering an immersive environment and rewarding their loyal volunteers and attendees with a great family experience.

The results:

• An open rate that of 45.3%, well above the industry average*
• Over 800 entries and 350 marketing opt-ins to hear more about Madman Films.

• A total of 300 Kelly Club & Kelly Sport members and their families were rewarded exclusive screenings in Auckland, Wellington & Christchurch.
• An additional 60 Kelly Club families were gifted passes to see the film in cinemas.

*Source: Mailchimp - 2022 Email Marketing Statistics

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