Cannes Lions

THE SMURFS IN 3D

ARMOSIA ITALIA, Rome / SONY / 2012

Overview

Entries

Credits

Overview

Description

To promote 'The Smurfs in 3D' a massive communication campaign was organised consisting of a mix of ATL, BTL and unconventional activities that have literally involved blue 3 months prior the release of the movie. Part of the campaign was in co-marketing with Telecom Italia.

Execution

The promotional campaign started on 20th June 2011 with a teaser outdoor campaign which concluded three months later with a bus tour that allowed Papa Smurf and Smurfette to say their final goodbye to the Italian fans.

In between a series of activities took place:•Traditional and 3D outdoor•Web activities linked to a contest with a trip to Bruxelles, land of the Smurfs, as a prize.•TV Advert•Media premiers advertised inside TIM’s stores.

•Tour in Shopping centres, with sampling, customization of the mole and recreational areas dedicated to children.•Total customization of the TROFEO TIM 2011•A Smurf 12 metres high was located on the Roman seaside and a multitude of 'real size' Smurfs invaded the streets of Italy.

•A nationwide tour in Billa’s Supermarkets.•National “blue carpet” premiere with the presence of Papa Smurf and Smurfette.

•Bus Tour

Outcome

The presence of the Smurfs at the Trofeo Tim 2011 was reported on all major sports and marketing website while the match was seen by:5,012,000 viewers in prime time (30% of share on the commercial target)55,000 spectators in the stadiumGreat the response of the public - 'The Smurfs in 3D' was first at the box office for three following weekends for a total of €11,352,000 - resulting in great satisfaction from the client.

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