Promoting a movie

Client: United International Pictures (UIP) is a joint venture between Paramount Pictures and Universal Pictures that distributes some of their films outside the United States and Canada.

The task was to promote the release of the movie Teenage Mutant Ninja Turtles: Mutant Mayhem in the province of Córdoba, Argentina.

Solution

As a strategy, interventions related to the movie's plot were created in high-traffic areas. Each action was reinforced through media planning and influencers.

Sewer Grate Intervention in Public Space:

For this action, the area of Nueva Córdoba was chosen (one of the neighborhoods with the highest population density in the city), with the highest traffic (1,000,000 people daily), schools, universities, and points of sale.

The entire intervention was communicated through influencers, radio spots, and press releases to amplify the dissemination.

To enhance the activation, we planned PPLs (Point of Purchase Locations) in the Nueva Córdoba area, close to the interventions (sewer grates/storm drains).

We painted with stencils and applied vinyls featuring the movie art at the new skate park in the city. The intervention was communicated through influencers who interacted with their community at the park.

In the movie, there are many scenes featuring skates, so we customized skates with the movie art and sent them to selected media outlets to be raffled off.

To the selected media outlets, we distributed pizza boxes (customized with the movie art) along with eye masks to amplify the traditional communication of the radio spots (PNT) and create greater engagement with the campaign.

TV: Canal 12

Press Releases: La Voz

Cba 24

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