Ice Age 4

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Title

Ice Age 4

Advertiser:

20th Century Fox

Year:

2012

Source:

Clear Channel Outdoor

Product Category:

Entertainment / Culture / Leisure

OOH Format:

Transit, Transit interior

Country:

Hong Kong SAR China

Objective:

20th Century Fox was launching their latest movie, Ice Age 4. They wanted to target a young audience, to raise awareness of the movie when they are out and about and to provide a total brand experience.

Target Group:

Young audience.

Strategy and Media Used:

The team in Hong Kong came up with the idea of transforming a double-decker bus into a giant iceberg with a combination of multiple integrated creative and innovative solutions including:

  • Full interior and exterior wraps to increase brand awareness and generate buzz.
  • T shaped banner ads on buses to extend coverage and increase frequency
  • Free internet connection for bus travellers to extend campaign coverage
  • Integrated Buzplay TV screens broadcasting movie trailers to capture bus passengers’ attention.
  • Decorated interiors with wall stickers and seat covers featuring the Ice Age 4 characters.
  • The creative and innovative executions created a very exciting brand experience for bus passengers who were completely immersed in the world of the Ice Age 4 movie.

Results:

Estimated OTS: 14m bus passengers

Estimation based on 1.1m daily bus passengers and 61% of 12-65 year olds who travel on the bus 4+ times per week.            
Source: Transport Department Hong Kong | Nielsen  Media Index

Estimated OTS: 38% of Hong Kong’s 15-54 year olds

Estimation based on 70  x T Shaped panels
Source: Trantsrank Awareness Curve