Sony Pictures Promo, Case study CLOUDY WITH A CHANCE OF MEATBALLS by UM

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Industry Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market Canada
Agency UM
Released August 2009

Credits & Description

Category: Best Use of Television
Product/Service: FILM
Date of First Appearance: Aug 24 2009 12:00AM
Entrant Company: UM CANADA, Toronto, CANADA
Manager Communications Strategies: Robin LeGassicke (UM Canada)
Senior Buyer Broadcast Investments: Steven White (UM Canada)
Vice President Media: Donna Slack (Sony Pictures Releasing Canada)
Group Manager Communications Strategies: Renata Hovorka (UM Canada)
Media placement: TV Campaign - 1 Spot - YTV and Teletoon - 24 Aug 2009

Results and Effectiveness
The routine-breaking strategy resulted in record-breaking results. We were the #1 movie in Canada for two weeks and the #1 family movie in Canada for four weeks. We exceeded our goals by 23% and content entries exceeded targets by 5% with a skew towards kids aged 6-11 and moms.

Creative Execution

To demonstrate the excitement of breaking life's routines, we broke television-viewing routines and engaged both kids and moms simultaneously. We leveraged strong media partnerships to totally disrupt normal television viewing in a way that had never been done before. Borrowing the core theme from the movie, we created mock “emergency weather alerts” which cut directly into television shows on top kids’ stations YTV and Teletoon at non-commercial intervals. This drove moms and kids to a microsite containing two-minute trailers, custom branded online games, exclusive movie content and a contest for a family getaway to a water park, thereby extending their "break from the norm."

Insights, Strategy & the Idea
How do we convince kids and moms to interrupt their busy back-to-school routines to go see a fun, animated movie called Cloudy with a Chance of Meatballs? After a playful, laid-back summer, back-to-school time is all about returning to a strict schedule-- during this transition, kids and moms are always looking for a little break in the action.