The Winner Takes It All

MediaCom / Universal

 

It’s harder than ever to sell DVDs. So we convinced ITV to turn an episode of the X-Factor into one great big launch party for the release of the Mamma Mia 2 DVD. In the first movie product placement in an ITV programme, we cocreated the ABBA Week special. The DVD was unmissable and Britain’s favourite music show helped Mamma Mia 2 become 2018’s biggest selling comedy or drama.

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