The campaign, planned, bought and created by Starcom IP, sees Sony Pictures team up with news portal OhGenki, while traditional media will be used to drive kids to a dedicated website as the school holidays approach.
Characters and imagery from the film, to launch on 18 November, will cover the skin of OhGenki's homepage. Non-digital initiatives, including TV, outdoor and print, will push consumers to sonypictures.com.sg. Once there, kids will be able to create their own movie poster and vote for the best posters to win tickets and movie memorabilia.
The campaign coincides with the relaunch of OhGenki's movie portal, which is expanding aggressively in Asia in a bid to see off the challenge of Yahoo Movies — also launched by Starcom.
OhGenki is on a drive to attract larger audiences as it looks to beef up its advertising sales offering. Banner sites were introduced to the new-look site this month. "This is the first time a new release has promoted itself on a website in this way in Singapore," said Douglas Gan, business development director, OhGenki.
OhGenki Movies is also slated to launch in Hong Kong, Indonesia, Malaysia and Thailand.
