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Ideas
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LEGO Batman barges in
Campaign Title // LEGO Batman barges in Campaign Duration // 18.12.16 – 08.03.17
United Kingdom Brand // LEGO Batman
Across a normal half-term period, there will be two family films on offer – the big one everyone sees, and then the other one that no one remembers.
In February 2016, Warner Brothers’ LEGO Batman Barges In went up against Sing, which was released two weeks prior. In order to compete, PHD UK needed to ensure that the communications around the LEGO film stood
out, through media buys and appealing to a broader audience than usual for a children’s film. They did this by dialling up the
comedy to adults and children alike, broadening out to the 16-34-year-old cinema goers (whose viewership was being competed for with Fifty Shades Darker) with a media first idea
in collaboration with Channel4. The team created a set of videos, which saw LEGO Batman hijack C4’s continuity announcements across a weekend.
Client // Warner Brothers
The result? The film beat Fifty
Shades Darker to the number one spot, and remained there at week three, surpassing Sing.
Role of comms: REINFORCING
THE EDIT ISSUE 06 | Q2 2017
