Transformers film Bumblebee brought to life in the Jungle!

Bumblebee

Challenge

ITV were really excited to work with Paramount on the release of their brand new Christmas blockbuster Bumblebee

Bumblebee is one of the most popular Transformers who bagged his own movie released at Christmas, and needed ITV's help to boost awareness and market share.

Insight

I'm A Celebrity...! Is watched by families across the nation, and what better opportunity to showcase the launch of family film: Bumblebee than in a very special ad break throughout the show.

Idea

The idea was to show Bumblebee living his best life in the Jungle via a short term licensing deal with the show for use in spot and social, engaging Housepersons and children in a fun, animated and creative way.

Implementation

In the second ad break of the show the first 10" showed  Bumblebee integrated into camp through bespoke footage, use of jungle critters and theme tune. The call to action tells you to sit tight for a trailer exclusive.

Then, last in break, a bespoke 70" trailer played following an intro from stars of the movie John Cena and Hailee Steinfeld. This was repeated later on Extra Camp.

The deal included x 6 social teasers on I'm a Celeb accounts with bespoke social assets created with Bumblebee and the footage ITV supplied of the jungle. There was also a dynamic splash reveal on itv.com featured post ad break.

Results