eOne – I, Daniel Blake

Case study - Objective: Education & understanding


eOne harnessed the news agenda via Trinity Mirror’s titles to promote Ken Loach’s ’I, Daniel Blake’, generating conversation around socio-political themes and positioning it as a must-see film.

Typical to Ken Loach’s style, ’I, Daniel Blake’ contains potent social messages. The challenge was to raise awareness of the release and encourage audiences to go to the cinema by aligning the film’s topical themes with current affairs. Knowing that the film would resonate with Trinity Mirror’s editorial news agenda and left-leaning readership, Zenith and eOne embarked on a multi-platform campaign with the publisher.

The plan involved giving the main character, Daniel Blake, a voice across Trinity Mirror’s many platforms, in contrast to the film where he gets lost in the benefits system and feels his identity fading.

In print, masthead and front cover takeovers captured the attention of readers and directed them to a one-off column ’My Britain’ – based on the Mirror’s weekly series ’Real Britain’ – where the character Daniel Blake talked frankly about the issues raised in the film. Digital content included disruptive display advertising to continue the theme across the publisher’s multi-platform portfolio.

In addition, the campaign also laid on preview screenings around the UK with Trinity Mirror’s regional titles giving away 10,000 tickets.

Key findings

According to Trinity Mirror’s in-house Arqive reader research:

  • 59% recalled seeing the feature and 57% said they wanted to see the film as a result of the campaign
  • 53% said that the ’My Britain’ column made them reflect on their own experiences
  • 75% enjoyed the content and found it interesting, beating the industry benchmark by 22ppts
  • The digital native articles saw over 18,000 page views, with audiences spending around four minutes reading the content
  • Bespoke overlay format online saw over 400,000 impressions with a 10.65% CTR, succeeding the industry average