Media planning and buying agency, Arena Media is poised to launch a new film that’s being billed as the next World Cinema box office smash across a variety of on and offline channels. Africa United is the latest movie to be released by film studio, Pathé.
An epic story of three Rwandan children travelling to South Africa to the opening ceremony of the World Cup, the film’s feel good focus, set against the challenging backdrop of modern Africa, is expected to appeal to audiences of all ages, and is being released in time for the October half term break.
In order to capitalise on the film’s broad appeal, Arena’s multichannel strategy aims to engage two very different audiences - adults and children. Campaign elements encompass TV, print, outdoor and online. Arena Media has secured a partnership with kid’s channel Cartoon Network to display a child-friendly advert, which will be shown on several TV stations.
To appeal to an adult audience, a different TVC will screen on Channel 4. Within print, a full editorial review and poster giveaway will run in several kids titles: including Kick Magazine and National Geographic Kids. Display adverts aimed at an adult audience will appear in daily and weekly titles such as Metro, The Guardian, The Independent, The Times and Time Out.
Outdoor campaign coverage will quite literally be driven by T-Side ads posted on the side of buses across the UK. Arena Media has secured the movie a significant presence online. In addition to display adverts running across media titles such as Time Out and The Guardian Online, fans are encouraged to ‘like’ the film and discuss it on a dedicated Facebook page.
Smart phone users will also be targeted with a bespoke display ad, while the film’s trailer will be seeded via online video sites, to amplify activity among with bloggers and across other social networks. Arena has also devised a micro-site within the Cartoon Network website, to provide additional information about the film, and showcase exclusive content.
In-game advertising also forms part of the online mix. Africa United will stage a ‘takeover’ of the cinema area within popular children’s gaming site Bin Weevils.
Amy Matthews, Account Manager at Arena Media said: “With such high expectations placed on Africa United, our launch campaign focuses on positioning different aspects of the film’s content across a wide spectrum of media outlets. By doing so, we’re better able to influence two different target demographics, in ways that are relevant to both adults and children."
John Fletcher, Managing Director at Pathé said: “We are incredibly proud of Africa United, which tells a heart-warming story about a nation which many people do not know much about. Arena Media has provided us with a launch strategy that will target exactly the right audience at the right time.”
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