20th Century Fox: The Boss Baby

Challenge

In a sector were competition is fierce, where your product is entertainment and your audience has never been more exposed to free content as today, you have to grab your audience’s attention and seduce them with great creatives if u want to get great results.

 

Idea

Build a strategy on data and key insights of the target audience. Moviegoers choose upfront their movie before going to the theatre. Young kids are increasingly digital and look for hero characters where their parents are triggered by humour and cuteness. To ensure these different axes, customized content and personalized messages were integrated in the campaign to inspire each audience in the right way and in the right context.

 

Delivery

the campaign created a real pop culture around “The Boss Baby” making it the movie to watch for young and old.  The tailor made creatives and the speed in which these creatives were injected in the campaign, increased the entertainment factor and attractiveness of the campaign while making sure the right audience got the right message.

 

Results

In theatre it is all about the box office.

With this campaign we outperformed the objective of # of visitors with 270%.