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Havas UK

Core disciplines: Advertising/Creative, Brand Activation, Brand strategy, Branding / design, Creative technology, CRM/Customer engagement, Digital, Integrated marketing

One of the Top 30 most viewed agencies for 2017

Launching the biggest family film of the year

 

 

We were part of a crack team of Vivendi-owned agencies who helped Studiocanal launch the film sequel for the world's most lovable bear, Paddington.

 

 

The journey begain with a Paddington themed afternoon tea onboard a Belmond British Pullman train, produced for the beneficiaries of The Charities Forum, entertained by the cast and crew of Paddington 2, with patrons The Duke and Duchess of Cambridge and HRH Prince Harry greeting guests. (And dancing with the bear!).

Inspired by the pop-up book plot of the film, 5 spectacular 3D pop-up book installations were produced of London’s iconic landmarks. The live books encouraged families to treasure trail around the City, take selfies with the bear and note anagram clues to enter an online competition to win a once-in-a-lifetime prize. We worked with London & Partners and the London Mayor, Sadiq Khan to support the initiative as part of the #LondonIsOpen campaign. The series of pop-up events were planned around each book during the 6 weeks life time on streets to include face paint / balloon modelling and book readings by the books original creative designers, Harper Collins.

 

 

 

Finally, on November 5th, The British Film Institute played host to part 1 of the Paddington 2 World Premiere, where we turned a prefab concrete jungle into a world of FUN (fair) along piles of red carpet. Casting elements from the films steam fair scenes, a calypso band, a marmalade shy, jugglers and fairground entertainers delighted the crowds as cast and crew were photographed and interviewed by the world’s media, as well as being streamed globally via Facebook Live. Cast were transported by iconic Routemaster buses to the second Premiere location, The Odeon Leicester Square. Here, guests enjoyed the fairground with added treats including candy-floss prior to the cast introducing the film to 2,600 guests. After watching the feature, cast and crew partied the night away on at Aqua Shard, an after party produced by the team to celebrate the film’s release.

Results: 

Since the October 19 launch, there have been over 850 UK Twitter mentions of Paddington's Pop-Ups, generating an estimated 30.6M impressions.

Supporting posts on Facebook have reached 122.7K+ users organically, and seen in excess of 5.1K+ engagements.
Sentiment on Facebook is hugely positive, with users sharing their visits to thee installations as well as voicing their excitement for the release of Paddington 2. 

Over on Instagram, there have been over 2,100 mentions, with families and friends sharing their trips to visit the installations across the platform. 

Our premiere was also a huge success, with over 25k viewers on the live Facebook stream of the red carpet, achieving widespread global press coverage of the event, as well as over 2,600 atendees of the premiere and the after party.

Cake helps launch Paddington 2 from Cake on Vimeo.
 

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