Momentum films have launched an integrated campaign for the blockbuster film ‘Penelope’, being distributed by across the UK.
The film, starring Christina Ricci, James McAvoy, Reese Witherspoon and Richard E.Grant, is a modern fairytale of a young girl who is under a curse and has to overcome her looks to find love.
Created by Target Media, Posterscope and Ten Nine, the campaign comprises TV, Press, Radio, Online and Outdoor including a poster campaign in school.
The TV campaign will be aired across the main commercial channels as well digital channels SKY, Living, MTV, E4 and ITV2. The campaign will also run on several children’s channels including Nickelodeon, Cartoon Network, and CITV.
To ensure the campaign reaches the key audience, six sheet poster panels have been targeted in nearly 600 schools across the UK.
Press advertisements are being placed in several youth titles including Bliss, Sugar, Top of the Pops and Mizz, while and a 20-second radio advert will be aired both nationally and regionally across a number of stations including Hit40, Fresh 40, Smash Hits, KISS, and Galaxy.
An online campaign comprises a strong presence across portals such as MSN, Hotmail and social networking sites Habbo and Piczo.
Lifestyle website MyBliss will run rich media ads, competitions and quizzes and Mykindofplace will feature a 2 week homepage takeover as well as create a dedicated micro site, featuring games and multimedia content
Naomi White at Target, said, “This is a great film so in order to capture its target audience we implemented an extensive integrated campaign involving a variety of different media channels.
“To effectively engage with the teenage audience, we supplemented out above the line and digital activity with a poster campaign in schools. This offering is proving to be a highly efficient way of targeting this demographic in a responsible and effective way.”