Title	THE PIGGIES GET GOOSEBUMPS!
Brand	SONY PICTURES
Product/Service	GOOSEBUMPS
Category	D01. Use of Brand or Product Integration into a Programme or Platform
Entrant	OMD UK London, UNITED KINGDOM
Idea Creation	OMD UK London, UNITED KINGDOM
Media Placement	OMD UK London, UNITED KINGDOM

Name	Company	Position
Andrew Sampson	OMD	Associate Digital Director
	Rovio
Georgina-Williams Gray	OMD	Digital Manager
Stuart Morris	OMD	Executive Director
Neil Lamb	OMD	Director Partnerships & Advertising

The Campaign

The rise of mobile consumption amongst young children, as well as phones and tablets becoming an alternative form of ‘book-reading’ before bedtime, meant that we needed to create a bespoke piece of content that would entertain children and parents alike. This would capture the imagination of kids, whilst allaying the fears of their parents that the film might be too scary for their children. We need to ensure the scenes involving our monsters were rooted in comedy to highlight the fun scares of the film. More so, we needed to reach both kids and parents in platforms in which they would be co-viewing content together. But how do you create a bespoke piece of content that reaches the audience at scale, in a short amount of time before release?

Creative Execution

Working with Rovio we launched the first ever co-branded episode of their popular Piggy Tales series. The one minute short brought to life the themes of the film with a story in which the Piggies discover the Goosebumps book, and try everything to open it..... but wish they hadn't. The short was made available in Toons.TV, as well as across Rovio’s and Sony Pictures’s owned channels. We ran co-branded animated bumpers in all Angry Birds apps and In-Game Media roadblocks which also drove to our Toons.TV featured content. To utilise our own clips from the movie, we created 100% SOV brand channels which sat within Toons.TV. The media was bought and run across 13 European markets, however it was such a hit that the US, Mexico and Brazil also used the episode as part of their local campaigns.

Our audience got Goosebumps…of excitement! The campaign delivered a huge 8.4m tracked views at a cost of just $0.01 CPV and a VCR of 84%. The episode outperformed Rovio’s previous highest view count on a Piggy Tales episode by 4.2x. Positive to negative ratio on the episode was 19:1, outperforming the sentiment of the original film trailer. Families represented the largest demographics who attended with 60%, followed by under 25 with 59% and male/female ratio was split evenly at 50/50. More importantly the film surpassed all expectations at the box office, delivering $70m internationally. This equates to a 46% International share of the box office for a property that was always known for being a powerhouse brand in the US, but less prevalent internationally. No shock or horror for the studio, they have since green-lit a sequel due to its great success at the International box office.

The 'Piggy Tales' recognises an important development into how families co-consume media with one another. This allowed us to deliver an important message that would soften the fear factor and give the upcoming movie release broad appeal. The ambitious, creative and high quality piece of content matched the studios level of animation work. The partnership with Rovio to create the co-branded episode was smart, as their platform gave us scale to drive mass exposure (64M reach) in a short period of time before the movie released.

Insights, Strategy and the Idea

With over 3 billion downloads Rovio and their portfolio of Angry Birds games are a cultural phenomenon. They permeate society, from mobile gaming to clothing and sports sponsorship. They are also a content creation house. In 2014, Rovio released ‘Piggy Tales’, a stop motion animated series that tells the stories of the rivals of the birds - the Minion Pigs. These animated shorts have proven popular. The series is distributed through third-party platforms but also in Rovio’s games in a section of the mobile app called ‘Toons.TV’. Partnering with Toons.TV was the perfect solution to reach our target audience. Within this environment 36% are kids between 4-11, 33% teens 12-17 and 31% Adults 18+. 86% also co-view with a parent, sibling or friends. Parents also trust ToonsTV to provide children with safe content. With the release of Angry Birds 2 in September, new users would also flock to the platform.