We developed a pre-launch communication concentrated on beach resorts providing content that parents and kids could have fun with. We used free press delivered on beach locations to give them games they could cut off and play together. Internet and Mobile delivered fun Cars videos. Outdoor sustained a Cars Beach tour, where parents and kids were involved in all sorts of games. Afterwards, launch phase was developed through focused TV planning on shared programmes.

We succeeded in launching Cars in a low season cinema time with lower budget than previous BVI animations.

Cars reached number 1 the weekend it premiered with over 4 million Box Office.

It also managed to overcome “Superman Returns” launch the weekend afterwards, which benefited from a 10% higher budget.