FAMILY & KIDS INVITED ON AN INTERACTIVE CROSS-MEDIA JOURNEY
| Title | FAMILY & KIDS INVITED ON AN INTERACTIVE CROSS-MEDIA JOURNEY |
| Brand | 20TH CENTURY FOX GERMANY |
| Product/Service | THE ADVENTURES OF MR. PEABODY &SHERMAN |
| Category |
C01. INTEGRATED MEDIA CAMPAIGN |
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Advertising Agency
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SPOT UNIT Olching, GERMANY
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Advertising Agency 2
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SCHILLER DESIGN Frankfurt, GERMANY
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Media Agency
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VIZEUM DEUTSCHLAND Wiesbaden, GERMANY
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Entrant Company
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VIZEUM DEUTSCHLAND Wiesbaden, GERMANY
|
Credits
| Philippe Coir |
20th Century Fox Germany |
Marketing Manager |
| Stefan Schnapp |
Vizeum Deutschland Gmbh |
Director Communication Consulting |
| Susanne Graß |
Vizeum Deutschland Gmbh |
Senior Communication Consultant |
| Alexander Metzler |
Vizeum Deutschland Gmbh |
Communication Consultant |
| Volker Lauster |
20th Century Fox Germany |
Marketing Director |
Results and Effectiveness
We created a media adventure for the whole family by staging the most relevant touchpoints and generated 515 million contacts in 4 weeks with attention-grabbing formats. These contacts resulted in best performing kids movie in the release week.Long lasting theater presence from february until summer 2014.
Creative Execution
We generated awareness on relevant TV channels for families and kids of 6-13 years with specialized cooperation partners. Channel logos, like Pro 7, turned into Mr. Peabodys bow tie and mascots like the SIXX chicken adored the genius dog in a special ad. An interactive online world especially for kids, full of adventures and involving sweepstakes enhanced the experience and engagement. Eye-catching OoH formats creates visibility close to the target adults with kids 6-13 and explicitly kids 6-13. We created a media adventure for the whole family by staging the most relevant touch points and generated 515 million contacts in 4 weeks with attention-grabbing formats.
Insights, Strategy and the Idea
Mr. Peabody & Sherman invite families and kids to an interactive cross-media journey.
Mr. Peabody & Sherman is a 3D computer-animated family and kids movie about the time-travelling adventures of a genius dog and his adoptive son. We used media to create a interactive cross-media experience for the whole family and kids 6-13 with focus on TV, OoH and digital media. We highlighted the key visuals (glasses, bow tie) throughout all media. As the main character is the genius dog Mr. Peabody. We put him and his essence into the focus of our media campaign.