Tinker, Tailor, Soldier, Spy

To mark the nationwide release of box office hit Tinker Tailor Soldier Spy, Impact was commissioned by film distribution company Studio Canal to create a guerrilla marketing campaign to support the movie launch and boost online word-of-mouth. This took place in the week prior to the movie’s release date on 16^th September 2011.

The campaign saw Tom, Stephen, Paul and Dave from the Impact Street Team disguised as 1970′s spies, surreptitiously disseminating leaked dossiers on tube carriages, public benches, window sills, pub tables and other unexpected locations around town.

Our Secret Agents targeted London’s main transport hubs and railway stations, mingling with commuters and tourists at departure boards inside Liverpool Street,Waterloo and Charing Cross stations.

Following client brief, the team focused their efforts on mature and affluent ABC1 audiences, especially commuters and city professionals. All demographic groups targeted responded very positively to the promotion, seeming genuinely intrigued by the leaked dossiers and elaborate spy costumes. In their role as spies, the team actively engaged with the public, asking questions such as: ‘Did you drop this?’ and ‘What is the code word?’ or ‘Have you seen the Mole?’.

The campaign was linked to an online Facebook competition which allowed users to post photos of the found secret dossiers on the movie’s fan page for a chance to win film memorabilia. The activity contributed to generate 7000 subscribers within its first week of opening, with dozens of positive comments and candid photos of the leaked dossiers at various locations in London.

Tinker Tailor Soldier Spy

For more information on our innovative guerrilla marketing ideas, please email claudio@impactideas.co.uk or call 020 7729 5978.

Impact’s innovative marketing campaigns are tailored to suit each customer’s unique requirements, with the same market-leading service for every job, big or small.

Our work varies from traditional print display to multi-layered, co-ordinated campaigns comprising word-of-mouth marketing, community engagement and themed promotions.
Here is a small selection of the innovative, high-profile projects we have delivered for our clients to give an idea of what we can do. But don’t forget – every job is different and your campaign will be created just for you!