Shaun the Sheep
Aardman’s popular, loveable sheep Shaun finally made his debut on the big screen so it was important to position the film as the family film of the year. With a busy release period in the build up to half term we had to position the film as a hilarious, action-packed adventure which would be fun for the whole family.
A heavyweight TV campaign launched over the Christmas holidays to build anticipation and reach families during a period with high dual viewing. Spot highlights include a Christmas Day airing of Frozen, The National TV Awards, 8 Out Of 10 Cats Does Countdown and The Undateables: Two Weddings and a Baby. 30” sponsorship and promotion spots on Nickelodeon and Cartoon Network drove pester power from kids and helped sustain interest in the gap between release and half term. A comprehensive outdoor campaign reinforced the message that Shaun had progressed from the small screen to the big screen and played on the humour in the film through special builds such as bus mega rears starring Shaun driving the bus! Spanning multiple in-charges across various environments including the London Underground, malls and larger national coverage building formats, outdoor used attention grabbing creative to create standout and engage families.
Press focussed on large impactful placements including supplement cover sites, a 4 page cover wrap of Time Out and several breakout formats to draw the reader’s attention and emphasise the quality associated with Aardman releases. A high impact multimedia channel partnership was created with the Telegraph across press, online, social and tablet to deliver a high frequency versus a core older parent audience.
Digital was the perfect environment to showcase a variety of engaging formats targeted at both parents and kids in environments with high dwell times using high impact display ads. Social media was a key media to play on the Awards Season period and spoof film posters starring Shaun proved very popular. Magic FM drive time spots increased coverage and frequency across a female skewed audience as well as reaching parents and kids during shared time.