Digital and creative agency Egovision delivers the website and online marketing ahead of the eagerly anticipated martial arts movie Ong-Bak.
The highly acclaimed movie is released by Contender Entertainment Group and opens in UK cinemas on Friday, 13 May 2005.
Ong-Bak, billed as the greatest martial arts film since the likes of The Way of the Dragon, is brought to life by the incredible talents of Tony Jaa. The story is about Jaa fighting against all he believes to retrieve a stolen Buddha statue which holds the secret to his home village’s future. Jaa, born in Bangkok, Thailand, trained in his native discipline, Muay Thai, for over four years in preparation of his role in Ong-Bak.
Debbie Rowland, Senior Product Manager of TV & FILM at Contender explains, “With the recent massive success of Asian cinema releases such as Hero and House of Flying Daggers, we were keen to push Ong-Bak as more than a standard Martial Arts movie. It was crucial that the site, and off and online marketing activities reflected our mass market campaign. Egovision delivered a site that has high impact and complements the poster, tube, TV and bus campaigns.”
The official website “Ong-Bak Fight Club”a viral game which will see the winner rewarded with exclusive merchandise. In addition, Egovision have also delivered a series of high-impact downloads including desktop wallpapers and a screensaver.
John Lyons, Interactive Director at Egovision comments, “The site provides in-depth backgrounds on both the movie and its star, Tony Jaa – everything from production notes to “making of” clips with galleries. There is also exclusive content including a Q&A interview with Tony Jaa and his top ten fight scenes. Up-to-the-minute cinema updates are also a key feature. We will be adding more features as and when they become available.”
The site is being promoted across Contender and targeted movie sites by rich media ads developed for Eyeblaster. MyMovies.net are hosting and distributing the movie trailer across their network and partner sites and also delivering a mass email campaign with seamless branding to complement parallel campaigns.
“We are running two targeted email campaigns, with the first email being a video email to the Hong Kong Legends and Premier Asia’s fan list. Subscribers to the mailing list will be the first to get information about the site, the movie and Tony Jaa – such as cinema updates, Tony’s planned trip to London and the online competitions,” concludes Lyons.
Egovision are using a number of online techniques to drive traffic to the site in addition to the URL featuring on posters, the theatrical trailer and other above- the-line promotions. Web analytics agency, WebtraffIQ is monitoring the performance and success of the official UK website and also visitor behaviour and how they interact with the Ong-Bak website elements and viral game.
The Ong-Bak data sourced from this promotion is to be used for the subsequent release and marketing of the DVD and Video in October 2005.
This press release in available in PDF, plain text and Word formats. Photographs are available of the Egovision team.
The media spokespeople for Egovision are Nick Wills, Creative Director and John Lyons, Interactive Director.