Warner Bros. Film, Case study Continuity Bat by Drum London, PHD London

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Continuity Bat

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Industry Records & Cinema Production
Media Film, Case study
Market United Kingdom
Agency Drum London
Agency PHD London
Released February 2017

Awards

Cristal Festival 2017
Media Best Use of TV (TV, VOD…) Gold
Brand Entertainment & Content Brand or Product Integration into an Existing Programme or Platform Silver
Media Launch Campaign Silver
Media Media (television, press, internet, radio…) Silver
Media Integrated Campaign Bronze

Credits & Description

Title: Continuity Bat
Agency: Phd, Channel 4, Drum
Brand: Warner Bros.
Country: United Kingdom
Entrant Company: Phd, London
Advertising Agency: Phd, London / Channel 4, London / Drum, London
Media Agency: Phd, London
Production Company: Warner Bros. Entertainment, London / Drum, London
Deputy Marketing Director: Martin Gough (Warner Bros.)
Vp Marketing And Publicity: Alex Lewis (Warner Bros.)
Strategist: Susie Milburn (Phd)
Media Group Manager: Jessica Roper (Phd)
Media Group Manager: Charlotte Ullah (Phd)
Broadcast Manager: Daniel Payne (Phd)
Account Handler: Alice Pascoe (Drum Phd)
Account Handler: Ruth Griffin (Drum Phd)
Account Handler: Callum Sibley (Drum Phd)
Creative: Andrew Wilson (Drum Phd)
Creative: David Williams (Drum Phd)
Group Partnerships Manager: Nick Scott (Channel 4)
Commercial Director: Chris Braithwaite (Channel 4)
Synopsis:
To launch his first stand-alone movie, in February 2017 LEGO Batman faced an unlikely foe. Fifty Shades Darker’s Christian Grey. A man who was not only a rival handsome millionaire (who also has a secret lair in his house) But a man who also had a movie launching on the same weekend With Fifty Shades Darker threatening to steal both Mums AND the young adult audience that make up the majority of UK box office revenue (50% of all UK cinema takings!), LEGO Batman needed to appeal beyond a family audience.
Strategy:
To bring LEGO Batman to life, we needed to find a way of not only getting across his personality but also ensuring that a 16-34 audience would understand that The LEGO Batman Movie was both funny and not “just for kids” Channel 4 is the home of mass youth audiences on UK television so it was the perfect place to target our core youth cinema going audience.It is also the home of many female-skewing shows, which meant that we could target Fifty Shades’ core ‘Mum’ audience too.
Outcome:
The LEGO Batman Movie opened at No.1 in the UK Box Office – beating Fifty Shades DarkerContinuity Bat was seen by 40% of the UK population in just four days1-in-6 of those who saw Continuity Bat booked a ticket to see the movie as a result.Delivering an ROMI of £17:34 for every £1 Warner Bros. spent
Relevancy:
We didn’t advertise on Channel 4 – we made LEGO Batman part of Channel 4’s presentation team for FOUR DAYS before The LEGO Batman Movie’s UK launch. We worked in close partnership with Channel 4 and Warner Bros. to keep within the UK’s strict regulation around the distinction between presentation and commercial airtimeThe voice of LEGO Batman, Will Arnett recorded 18 different continuity intros that were written for the UK market to specifically reference Channel 4’s most famous showsUltimately making LEGO Batman feel like part of Channel 4 rather than a brand that was advertising on it.
Execution:
In partnership with Channel 4, we created Continuity Bat. Four days of primetime TV where LEGO Batman barged in as a self-appointed station announcer on Channel 4 This made LEGO Batman feel like part of the channel, not just a movie character advertising his new film18 different continuity intros were specially written to introduce Channel 4’s most popular showsAll recorded by the voice of LEGO Batman himself, Will ArnettAnd all specially animated by the movie’s producers, complete with Channel 4 brandingLEGO Batman introduced 50 primetime Channel 4 showsAll whilst keeping within strict UK regulations on the distinction between presentation and commercial airtimeLEGO Batman even took over Channel 4’s official Twitter feed to comment on the shows he’d introduced and responded to tweets from viewers while they were being transmitted.
Campaign Description:
Our solution to this conundrum came from our leading man himself.LEGO Batman is a comically egotistical superhero who has no doubt about his own ability to be brilliant at anything (despite that very obviously not being true), so we executed a campaign based around bringing out his best/worst personality trait and put it on the highest profile platform we could. Primetime TV.