Pathé launches campaign for Adulthood film

Pathé, the film distributor, is launching a multimedia ad campaign today to support the launch of Adulthood, which opens in cinemas on 20 June.

Targeting an urban audience of 16 to 24-year olds, the British film written, directed and starring Noel Clarke (famous for roles in Dr Who and Auf Wiedersehen Pet), is the sequel to the critically acclaimed 2006 film, Kidulthood.

It will be promoted through a traditional TV, print and outdoor ad campaign created by All City Media and accompanied by online activity that includes the company’s biggest-ever social media campaign.

Both off-and online media planning and buying has been handled by Havas-owned Arena BLM.
Unique content and private screenings of the film will be offered via Facebook. Once users sign up as ‘fans’ of the film they are sent updates on new content plus competitions to win tickets to screenings and the premiere via text and video ads in personal news feeds.

Laura Langthorne, account manager at Arena BLM, said: “To reach this young, urban “street” audience we needed to use media that was relevant to them – we couldn’t just rely on standard “film advertising formats” such as 6 sheets and press ads.

“The highly targeted integrated campaign has pinpointed urban youth and the online element has encouraged this audience to get involved and to create that all important buzz and anticipation before the film is even released.”

The TV campaign breaks on 16 June across satellite and cable channels, targeting music and youth-focused broadcasters across E4, Sky One, MTV, Virgin 1, and Trouble. Ads will run during programmes popular with the demographic, including Pimp My Ride, Skins, Big Brother and relevant films.

In addition, postcards will be distributed in ‘Don’t Panic’ packs handed out to university students across the UK, along with ads in specialist music magazines such as Touch and Hip Hop Connection. Ads will also run in Time Out and the London Paper and selected nationals.
The outdoor campaign uses JC Decaux’s streetalk phone boxes in major conurbations which are targeted to high youth concentrated areas such as skate parks, JD sports retailers, music venues and cinemas.

To keep with the urban theme Fly posters are planned around major music venues such as Brixton Academy, Old Street, Highgate Road and Shepherds Bush.

Source: mad.co.uk