| Title | BATMAN BARGES IN |
| Brand | WARNER BROS. |
| Product/Service | MEDIA AND ENTERTAINMENT |
| Category |
A06. Media & Publications |
|
Entrant
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PHD London, UNITED KINGDOM
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Idea Creation
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PHD London, UNITED KINGDOM
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Idea Creation 2
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DRUM London, UNITED KINGDOM
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Idea Creation 3
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CHANNEL 4 London, UNITED KINGDOM
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Media Placement
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PHD London, UNITED KINGDOM
|
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Media Placement 2
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METRO London, UNITED KINGDOM
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Media Placement 3
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TIME OUT London, UNITED KINGDOM
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Media Placement 4
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CLEAR CHANNEL INTERNATIONAL London, UNITED KINGDOM
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Production
|
DRUM London, UNITED KINGDOM
|
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Production 2
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WARNER BROS. ENTERTAINMENT London, UNITED KINGDOM
|
Credits
| Jessica Roper |
PHD |
Media Director |
| Susie Milburn |
PHD |
Strategist |
| Charlotte Ullah |
PHD |
Media Group Manager |
| Martin Gough |
Warner Bros. |
Deputy Marketing Manager |
| Alex Lewis |
Warner Bros. |
VP Marketing and Publicity |
| Daniel Payne |
PHD |
Broadcast Manager |
| Alice Pascoe |
PHD Drum |
Account Handler |
| Ruth Griffen |
PHD Drum |
Account Handler |
| Callum Sibley |
PHD Drum |
Creative |
| Andrew Wilson |
PHD Drum |
Creative |
| David Williams |
PHD Drum |
Creative |
| NIck Scott |
Channel 4 |
Group Partnership Manager |
| Chris Braithwaite |
Channel 4 |
Commerical Director |
| Natasha Acquisto |
Metro |
Creative Solutions Manager |
| James Garder |
Grand Visual |
Account Director |
| Joe Sheppard |
Grand Visual |
Account Manager |
The Campaign
Our creative media solution came from the leading man himself. LEGO Batman is a comically egotistical superhero who is in no doubt about his own ability to be brilliant at anything, so we created an entire media strategy targeted at a young adult audience that would bring out his comic ‘self-confidence’.
The result was ‘Batman Barges In’ – a media approach through which we would introduce the key 16-34 audience LEGO Batman’s self confident personality as he ‘barged in’ to well-known media environments and let the UK feel the benefit of his opinion and expertise.
Creative Execution
On Channel 4, LEGO Batman hijacked the channel’s continuity announcements where 18 specially-written animated intros were created to introduce Channel 4’s biggest shows (featuring the voice of LEGO Batman himself, Will Arnett) running for 4 CONSECUTIVE NIGHTS prior to the movie’s release.
LEGO Batman even took over Channel 4’s Twitter feed, commenting on the shows he introduced, as well as interacting with viewers while the shows were on.
In Metro, LEGO Batman barged in to take over a different regular feature every day. These included a fashion feature on how stylish capes are, and him writing his very own (biased) movie review.
In Time Out, he wrote his own “To Do” section, concluding that going to see his movie was the best thing to do.
Even in media where he couldn't barge in, we helped LEGO Batman make his presence felt by having him barge OUT of special outdoor sites.
• At launch, The LEGO Batman Movie had 90% awareness, opening at No.1 in the UK Box Office – beating Fifty Shades Darker.
• The LEGO Batman Movie’s opening weekend box office outperformed its target by 6% and our strategy of targeting young adults in addition to kids and families paid off, delivering 18% more 16-34s than the genre average for an animated comedy.
• Whilst an overall campaign ROI is almost impossible to calculate due to the number of factors which affect a movie’s performance, specially commissioned research showed that the Channel 4 continuity alone delivered a box office ROI of £17:34 for every £1 Warner Bros. spent on it.
This integrated campaign was executed across a series of different media and the idea was conceived and executed entirely by a media agency, Warner Bros. and our media partners.
Insights, Strategy and the Idea
To bring LEGO Batman to life, we needed to find a way of not only getting across his personality but also ensuring that a 16-34 audience would understand that The LEGO Batman Movie was both funny and not “just for kids”.
We chose media environments which were consumed at mass by our core 16-34 audience including; Metro, the UK’s largest commuter newspaper, Channel 4, the highest converting 16-34 commercial TV channel, Time Out Magazine and large OOH sites in key UK city locations.
Our ‘Batman Barges In’ strategy was executed through first-of-their-kind executions across a series of different mass media – all of which were conceived and delivered by Warner Bros., PHD and the media partners we chose.