Advertising

The Integrated Marketing Communication developed is predominately based on the characters of the movie to have the target audience (i.e. children) engaged and bugging their parents to see the movie. It was to build awareness, knowledge and action with mainly the young children who were still thrilled from seeing the first 'Despicable Me' movie.

As a starting point, the advertising for 'Despicable Me 2' has been cleverly organised to target high traffic areas throughout the city of Sydney. These advertisements are mostly featured around introducing the characters, predominately the 'Minions' and also keeping the audience in touch with the release date on the 20th of June 2013. For example, below are pictures of bus stops, train stations and on buses which are advertising the release of the new movie.

Poster on a bus near Town Hall in the city introducing a 'minion' character.

A full length poster on a bus near Town Hall in the city

Introducing 'Stuart' on a bus in Bondi Junction train station

This is a slight introduction to the types of advertising methods, which have been used throughout the city of Sydney. Other billboard media types I saw were in the cinemas while lining up to get me ticket. 

I have also noticed the TV commercials on Channel 7 in the peak morning times (7-9am) of the trailer and the release date and also on Channel Go in the evening, around 5pm, was an advertisement of a McDonalds Happy Meal promoting the 'Minion' toys which you can collect. 

The consistency of billboards in public areas and on major television stations, strongly integrated in the two weeks leading up to the release date was a dominate and a well strategically planned marketing campaign used by the marketing team.