To promote the latest of David Walliams’ popular children’s books ‘The Midnight Gang’ to children and their parents in the lead up to Christmas.
What we did
The campaign had 2 elements. Postcards were used in 100 cinemas nationally in line with family film releases, these were eye-catching and provided a take home reminder of the book. D6’s in malls were used to reach parents and families in a buying frame of mind, to drive them to purchase the book in store.
Boomerang were the only mall provider for this campaign and the book went straight in at number 1, in its first week of release.