The Happy Feet DVD release needed to travel well beyond the entertainment aisle. I worked on a broad partnership campaign that connected the film’s characters and themes with families through banking, retail, attractions, media and rental.
The opportunity
A family film can reach people in many places, but a collection of unrelated promotions is quickly forgotten. Each partnership needed a simple reason to exist, a relevant reward and a practical route into the partner’s own channels.
The partner work
With ANZ, the campaign invited customers to design a personalised credit card for a chance to win an Antarctica trip. The plan included 700,000 customer bill inserts, online advertising, email and ANZ’s own site. Nestlé supported the DVD release through co-branded Cola Penguin retail displays. Further activity involved Australia Zoo, Sydney Aquarium, rental networks and family media.
What was delivered
- A mix of partner promotions across financial services, FMCG, attractions and home entertainment.
- Customer-facing materials including bill inserts, retail displays, product artwork and point of sale.
- Media and prize partnerships tailored to the film’s family audience.
What did it demonstrate?
The campaign reached from national media to individual store materials. Sunrise described its Happy Feet promotion as its most popular of the year, though it did not disclose an entry count.
What it shows
Partnership development at scale, audience fit and the coordination needed to keep a large campaign coherent across many organisations and channels.
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