MindShare exploits Mission Impossible 3

26/04/2006

MindShare Performance UK has negotiated and project managed a global logistics and marketing partnership between DHL and Paramount Pictures' forthcoming blockbuster 'Mission Impossible 3'.

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MindShare Performance UK has negotiated and project managed a global logistics and marketing partnership between DHL and Paramount Pictures' forthcoming blockbuster 'Mission Impossible 3'. DHL are exploiting the MI3 partnership through a worldwide communications campaign that has just started. DHL, Ogilvy New York and MindShare Performance have developed an integrated MI3 themed campaign that both capitalises on the partnership with the movie and helps turbo-charge the launch of DHL's new global brand advertising campaign 'Do How'.

DHL Snapshot

The campaign is about staff at DHL being able to do impossible things; the spirit of can do and the experience of know how, so MI3 was seen as an ideal partner. Edward Sharp, Managing Partner at MindShare Performance said "We have always believed that Mission Impossible 3 would be a fantastic platform for DHL to launch their new Global Brand Campaign 'Do How'. Together with our sister companies Ogilvy & Mather and MEC, we are helping DHL maximise the value of a partnership with one of the world's biggest and most exclusive entertainment properties." 

Context

Advertising directed at children in the USA, is estimated at over $15 billion annually – about 2.5 times more than what it was in 1992.

Sector : Marketing and PR

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Region : Europe

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Sector : Entertainment

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