Make it happen Promote the screenings of the 2018 World Cup across Showcase’s 21 cinema estate to drive footfall during the quieter summer months

What we did Summer can be a quieter time for cinemas as vitamin D deprived Brits snatch every opportunity to be outside in the sunshine

But football has fans. Bucket loads of them

And with a summer of sport ahead and World Cup fever set to grip the nation, Brazen devised a campaign to put bums on the comfiest of leather reclining seats

Showcase pledged to screen every match for free, providing we could fill the screens, so we set about our mission to make them famous!

The multi-channel campaign to generate brand fame and awareness of the free screenings, covered everything from good old fashioned PR stunts, experiential activity in cinema, video content and a robust media relations programme

First, we commissioned legendary food artist Prudence Staite to create the iconic World Cup trophy entirely out of popcorn

The impressive replica, which stood some 75cm tall, was photographed at Showcase’s flagship Cinema de Lux site in Southampton, where it remained for the duration of the tournament

The shots were picked up by every single regional title where Showcase has a cinema, with the coverage carrying the messaging around the free screenings

And as England silenced the doubters and made their way out of the group stage, we scored our second campaign goal via a creative Guinness World Record attempt

Partnering with top football freestyler John Farnworth, we had him attempt a new record for the most pieces of popcorn kicked and caught in his mouth in one minute

John attempted the feat at Showcase Cinema de Lux Bluewater, and the resulting video secured blanket national coverage, with The Sun, Independent and UNILAD all running the content and story

So, while England might not have gone the distance in Russia, our campaign for Showcase certainly did – driving an incremental 30,000 cinema-goers to its cinemas to catch the screenings over the summer

Brazen shoots, Brazen scores…


56 pieces of coverage including 17 national hits

Campaign reach of 58 million

Cost per impression of £0.0002

30,000+ fans attended World Cup screenings at Showcase