GroupM media agency Wavemaker is tapping into an innate human instinct – our tendency to fantasize – to promote Paramount Pictures’ latest movie release, The Lost City starring Sandra Bullock and Channing Tatum.
The campaign identified moments in media when people are fantasising – during the 3pm slump at work and at the school gate, on the way home from work, at the gym, searching for a new home, online shopping – and encouraged them to break with the mundane and escape with The Lost City.
From escapist messaging in office lifts and out-of-home site dominations when people are on their way home from work, to intercepting audiences while they’re shopping online or scrolling on Facebook and YouTube during the 3pm slump, the campaign leaves no stone
unturned in reaching mass audiences and transporting them to a tropical island escape.
Peter Andrew, client & communications director at Wavemaker, said: “It’s human nature to fantasise and that’s the perfect mindset to reach people in with an invitation to escape into a world of adventure. Intercepting people’s daily 3pm slump is a tactic usually deployed by FMCG brands, making our message even more memorable because it’s unexpected.”
The campaign also includes a strong presence within AFL and NRL, a sponsorship of Network 10’s First Dates and Abbie Chatfield’s It’s a Lot podcast, as well as bespoke media executions across Tik Tok, Reddit, Realestate.com.au, Pedestrian and Pinterest.
The upcoming comedy-drama-romance-action-adventure film set on a tropical island, The Lost City is exclusively in cinemas from April 14.
About Wavemaker
Wavemaker is fuelled by the world’s most powerful consumer data, understanding where and how marketing can intervene decisively to help brands win more sales. Their 7,600 people across 90 markets have the deep knowledge, confidence and courage to provoke growth for some of the world’s leading brands and businesses. Wavemaker is a part of GroupM, WPP’s global media investment management company.
Discover more on wavemakerglobal.com.