Sony Pictures were looking to introduce an original property, The Emoji Movie. We used out-of-home (OOH) to overcome low levels of interest and outperform Box Office expectations.
At the start of the marketing campaign, the film had garnered a very low level of interest among the movie-going audience, due to what was perceived as an outdated and uninteresting subject matter.
The overall challenge was, therefore, to stimulate interest and broaden the film’s appeal.
The film overperformed, taking $24.5 million at the box office on its opening weekend, which exceeded the projected opening.
The fun nature of this campaign also created strong buzz online, with the dynamic digital bulletin element that utilized traffic and weather triggers receiving wide press coverage, including ‘Ad of the Week’ on Cream Global and ‘Editor’s Pick’ on Creativity-Online.