AWESOME WEEK

Gold eurobest Award

Case Film

Presentation Image

ClientWARNER BROS.
Category E01. Use of Integrated Media
TitleAWESOME WEEK
Product/ServiceTHE LEGO MOVIE 2
Entrant PHD London, UNITED KINGDOM
Idea Creation PHD London, UNITED KINGDOM
Media Placement PHD London, UNITED KINGDOM
Production WARNER BROS. ENTERTAINMENT London, UNITED KINGDOM
Additional Company GLOBAL MEDIA AND ENTERTAINMENT London, UNITED KINGDOM
Additional Company 2 NEWS UK London, UNITED KINGDOM
Additional Company 3 SPOTIFY London, UNITED KINGDOM
Additional Company 4 ITV London, UNITED KINGDOM
Credits
Name Company Position
Nick Pointing PHD UK Business Director
Susie Milburn PHD UK Strategic Planner
Samuel Hurren PHD UK Media Manager
Luisa Cotrozzi Warner Bros. UK Senior Marketing Manager
Laura Bradley Warner Bros. UK Marketing Manager
Sophie Kurzer News UK Agency Solutions Manager
Molly O'Connor Global Radio Content Manager
Joe Sheppard Kinetic Senior Account Manager
Adrian Witter Kinetic Head of Digital
Mark Trinder ITV Media Commercial Sales Director
Charlie Connolly ITV Media Senior Trading Executive

Why is this work relevant for Media?

We went beyond media placement to use the UK’s biggest media channels as channels to deliver moments of much-needed joy. Harnessing the unique strengths of each medium the movie’s lead character, Emmet, acted as an ambassador of positivity. By working in close partnership with some the UK’s biggest media brands (ITV, Global and News UK) we created an Awesome Week of uplifting, bespoke content in a sea of Brexit gloom.

Background

To successfully launch The LEGO Movie 2 – a movie grounded in joy and optimism – at a moment when the UK was feeling anything but joyful and optimistic.

Describe the creative idea / insights (30% of vote)

The LEGO Movie 2 arrived in cinemas on February 8th, 2019. That meant that the key launch period came off the back of the least happy month of the year (January) and ran in the period where when people are feeling jaded, cash poor, and just generally a bit blue. In 2019, of course, it also happened against the backdrop of the wheels coming off the UK’s Brexit deal and some uncharacteristically bad weather (even by British standards).

Describe the strategy (20% of vote)

Our media strategy needed to target families - primarily the parents who would be booking the tickets, whilst finding as many media moments where our campaign could be experienced together. As the movie was a sequel to a big hit, we also needed to ensure the strategy was activated on as large a canvas as possible so in every instance we partnered with the UK’s biggest brand in every medium, including ITV (TV), The Sun (newspapers) and Heart (Radio). In each of these, we then partnered with those brands to create unique media moments which were all designed to raise a smile amongst those who experienced them.

Describe the execution (20% of vote)

The outcome was AWESOME WEEK – a week of specially created media executions designed to bring a smile to faces across the UK. On TV we made ad breaks more awesome with a specially-created break during ITV’s The Voice that consisted entirely of ads featuring the movie’s characters. The UK’s first-ever programmatically delivered outdoor campaign put a positive spin on negative news during the week On radio, we ran promotions that made listeners’ social plans more awesome by giving them the opportunity to win awesome experiences. The movie’s lead character, Emmet, wrote a week of upbeat columns in the UK’s biggest selling newspaper And to make dull Winter mornings more awesome, the movie’s stars served drinks in a fully functional coffee shop made from 50,000 LEGO bricks.

List the results (30% of vote)

The LEGO Movie 2 opened at No.1 in the UK box office and stayed there for 3 weeks Helping the launch campaign deliver a return on marketing investment of £1.77: £1 (within this, post-campaign analysis showed that the programmatic outdoor element of the campaign alone delivered c£500k of incremental box office revenue)

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