Mr Popper's Penguins Campaign
In July 2011, 20th Century Fox chose leisure centres to support an integrated campaign to raise awareness of the film Mr Popper’s Penguins starring Jim Carrey. The 500 panel 6-sheet campaign ran for two weeks inside 333 leisure centres to reach parents with children aged between 4-12.
Some of the key findings from independent research were:
38% of leisure centre users with children (aged 4-12) spontaneously recalled seeing advertising for a film inside leisure centres, 99% of those mentioned it was for Mr Popper’s Penguins
When shown the advertising for Mr Popper’s Penguins, over two-thirds (67%) remembered having seen it at the leisure centre
79% thought the advertising for Mr Popper’s Penguins was ‘aimed at people like me’
73% said the advertising made them more likely to consider taking the children to see Mr Popper’s Penguins
Have you noticed any advertising for a film/Mr Popper's Penguins at this leisure centre recently?
Spontaneous Awareness
Prompted
Recognition
... clear & easy to understand
... noticeable
... aimed at people like me
... makes me more likely to taking the children to see it
Agree Strongly
Agree Slightly
Neither/Nor
Disagree Slightly
Disagree Strongly
The advertising for Mr Popper's Penguin is ...
47%
48%
67%
38%
65%
27%
3%
42%
37%
12%
5%
42%
31%
6%
11%
9%
Source: Clark Chapman, August 2011
Base: 202 Adults with Children aged 4-12, Use Leisure Centres 1+ times /week
Campaign Dates: 25 July – 7 August 2011
Other Media Used: TV, Press, Outdoor, Radio and Digital
To download a copy of this case study, please click on either of these links:
Registered Office: 69 The Green, Twickenham, TW2 5TU United Kingdom
VAT No: 603 1639 72
Company Registration Number: 02664156
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