The Challenge To drive hype and awareness ahead of the launch of Star Wars: The Complete Saga on Blu-ray disc on 14 September.

The Insight Star Wars has a cult following of avid fans including official Star Wars fan groups across the country.

The Idea Leverage its cult following to bring Star Wars alive and create a highly visual launch event.

The Work Splendid planned an exclusive media screening attended by official Star Wars fan group, The 501^st Legion, in their official costumes. Star Wars local star Jay Laga’aia answered media questions on his role.

Leading electrical store, JB HI-FI, hosted a Star Wars Blu-ray launch celebration with the first copies of the Blu-ray discs available to the public from 6am on 14 September. A certified Lego professional created a giant Lego wall replication of the cover of the Trilogy box set and members of The 501^st Legion were present for photo opportunities.

Darth Vader himself addressed Australians in a special video address, which was seeded virally and included a link to the Star Wars Australia Facebook page.

The Result Over 200 fans queued outside JB HI-FI to be the first lucky owners of Star Wars: The Complete Saga Blu-ray discs. Splendid achieved widespread broadcast, print and online media coverage including the Today Show with a live broadcast from the launch event. Likes on the Star Wars Australia Facebook page increased by 6000% over the four-week campaign period.