BOURSORAMA BANQUE’S ‘IMPOSSIBLE’ CAMPAIGN WITH ROCKY
USING ICONIC FILMS FOR ADVERTISING
BACKGROUND:
French bank, Boursorama Banque, discovered that half of all their new customers come to them on a friend’s recommendation. Their last campaign starred Brad Pitt talking on mute with the tagline ‘We do not need Brad Pitt to recommend Boursorama Bank, because no one does it better than our customers’.
THE CALL TO BORN:
For their new campaign, Boursorama took this concept to the next level bringing in famous boxer Mike Tyson and thematic elements from Rocky! Boursorama’s agency, Buzzman, developed a comical script in which the main character is inspired by the iconic character Rocky, training up to fight Mike Tyson. As the idea featured thematic elements including recreations of famous scenes from the Rocky film franchise, the correct permissions and licenses needed to be secured. As MGM’s licensing agent, Born Licensing were brought on to manage this process.
WHERE BORN LICENSING ADDED VALUE:
As Born Licensing are licensing agents for MGM, we negotiated the licensing commercial terms and managed all other aspects of the project from start to finish without charging any clearance fees. We are able to do this thanks to our unique business model and strong appointed agency relationship with MGM.
THE APPROVAL PROCESS:
MGM, the Licensors of Rocky, had to be kept in the loop across all creative development. This included the script, storyboards, edits and final material. Born Licensing managed the entire approval process from start to finish, allowing all other parties to focus on what they do best.
THE LAUNCH:
The 60” TV spot premiered in January 2021 and will be broadcast on more than 30 channels in France with a variety of cutdowns and edits, plus radio versions.
THE DIFFERENCE:
Born Licensing managed the licensing of Rocky and did not charge Buzzman or Boursorama any clearance fees. Thanks to our unique business model and strong relationships with MGM, we were able to provide a full service without any additional overhead, saving money from the budget and helping make the job feasible.
ROCKY - ROCKY IV TM & © 1976 - 2021 MGM
THE EXPERIENCE
Born Licensing managed the entire licensing process from start to finish, including negotiation of commercial terms, the contractual process, invoicing, the brand assurance / approval process and everything else that came up relating to the use of Rocky.
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