Australia meets the minions in new outdoor campaign
SYDNEY: Leading outdoor media operator, APN Outdoor, has worked with Universal Pictures and MediaCom, to launch an outdoor media campaign for the new Minions movie. The campaign kicked off this week and is running on APN Outdoor’s Transit (bus and tram) advertising network across Sydney, Melbourne, Brisbane, Adelaide and Perth.
Minions is the prequel to the very popular; Despicable Me and Despicable Me 2 and launches in Australia on June 18. Starring Sandra Bullock and Jon Hamm, Minions is the background story about the mischievous minions and their original search for a despicable master.
To promote the film, Universal Pictures are utilising APN Outdoor’s Megaside and Portrait Side Transit formats. The campaign features multiple creatives that explain the minion’s history and introduces the main minion characters from the film; Kevin, Stuart and Bob.
Suzanne Stretton-Brown, Marketing Director, Universal Pictures said “We have always found Outdoor to be an effective marketing channel. The strength of APN Outdoor Transit, in particular, is the broad reach and frequency the formats provide. In the case of MINIONS the format allows us to use 4 different creative executions to introduce 3 new characters and works collectively to tell a story. The size of the format establishes MINIONS as ‘larger than life’ and is the absolute perfect complement to a comprehensive marketing campaign.”
Mark Fairhurst, General Manager – Sales, APN Outdoor said, “We know from recent research that Australians see multiple transit formats and creatives, throughout the day, every day, in and around their cities. The format provides high engagement, ongoing frequency as well as the highest ad recall of all outdoor formats, with 54 per cent of audiences recalling it*. With this in mind, we think this campaign is a great way to introduce the Minions movie to market, and paired with the great creative we expect it to be very successful. ”
Universal Pictures’ Minions campaign is now live on APN Outdoor’s national Transit network and will be running through to mid-July.