Brand Owner: Roadshow Home Entertainment
Date: April 2007
Media Agency: OMD
Other Agencies: N/A
Media Owner: N/A
Media Channels: Events, press, out of home
"Happy Feet," the award-winning animated film about tap-dancing penguins, was a commercial success when it launched on the big screen in Australia. Its distributors needed to rekindle the hype for the DVD launch to engage its audience all over again and stimulate purchase.
It also had to make sure its retailers experienced the same buzz to encourage them to stock and promote the DVD in-store.
The strategic objectives were to make the DVD launch a major event in its own right, with the operational mantra to make its target audiences "Tap to the Happy Feet Beat."
Fifty-two "Tap to the Beat" events were staged in close proximity to key retailers, such as shopping centers, to teach parents and their children one of the dance routines from the movie. All visitors received a branded souvenir to help stimulate post-event purchase of the DVD.
Magazines including That's Life and Women's Weekly also helped extend the campaign reach with specially created activity booklets bound into the magazine itself, containing dates and locations of the live events, plus a set of attachable penguin feet and dance-step instructions to bring "Tap to the Happy Feet Beat" to life for readers at home.
Eight weeks after its release, "Happy Feet" became the top-selling DVD in Australia. It went on to become the country's No. 1 DVD of the year.