Village Roadshow is targeting movie goers in personalised ways for the Australian launch of The Lego Movie.
The film distributor has teamed up with APN Outdoor on proximity marketing and tailored billboards across Melbourne, Sydney, and Brisbane.
The copy on its digital billboards has been tailored to different areas of Melbourne, including La Trobe St, Chapel St, and the CBD.
“Go to the Batmobile!” says one bright billboard on Chapel St at night. “Good morning, Chapel Street!” reads the same sign the morning afterwards.
Each creative variation also uses proximity marketing, where shoppers or passerbys are targeted via wi-fi on their smartphones.
“Village Roadshow has always been a great supporter of innovation and creativity,” says Rob Ishag, trading manager at organising agency, OMD.
“The Lego Movie’s campaign objectives [included] impact, engagement, and targeted messaging, and we were excited to utilise these assets to promote this movie.”
The Lego Movie premiered on April 3. The film is an animated adventure narrative that centres around the iconic children’s building block toys, Lego.
