The Challenge
20th Century Fox, in partnership with Tip Top, needed an energetic, fun-filled way of promoting their new film Penguins of Madagascar. We were approached to hatch a big idea for both brands – one that would reach thousands of Kiwis in the lead-up to the film’s release.
The Solution
The big idea was to take the penguins on the road! Over two months, we visited some of New Zealand’s biggest gatherings, negotiating spots in the AMP Show Christchurch, Pasifika, Auckland’s Farmer’s Santa Parade and Auckland Zoo’s Christmas Party. Decked out as the Penguins of Madagascar, dancers strutted their stuff while our staff managed the crowds and crafts, and painted hundreds of little penguin faces.
The Results
FROM 7 EVENTS TO
20 EVENTS
Our event team’s work meant we could expand the reach from the original 7 events to over 20.
TWO MILLION
ENCHANTED KIWIS
That meant around two million New Zealanders saw our penguins.
GENERATING
BUZZ AND HYPE
Hugely popular and with lots of interaction from the crowds, the roadshow created the buzz 20th Century Fox and Tip Top were looking for.
