Strategy
Objective
On 30th of November, we released THE GRINCH, the latest film of the Illumination studios which also produced other successful animation productions such as Despicable Me, The Secret Life of PETS and SING. The GRINCH objective was to become the unmissable family event of Christmas 2018.
It was important to set a campaign that established the GRINCH as a character and that ensured maximum awareness during the final two weeks before opening. Our aim was to put a smile on our target audience's face and hopefully convert them to a ticket purchase.
The strategy had several focus points:...