eOne - The BFG

Prior to the release of The BFG, eOne teamed up with The Telegraph and Zenith to use ‘reverse pester power’ to target parents and grandparents who had greater anticipation for the film.

Brand: eOne

Platform: Cross-platform

Date: Summer 2016


The main aims were to position the release of The BFG as the biggest film of the summer, deliver a giant ATL campaign reflecting the scale and creativity of the film, appeal to fans of the story and build awareness and anticipation.

The Telegraph launched the magazine ‘Welcome to Giant Country’ in its Saturday edition to achieve circulation and reach to its target market of parents and grandparents. The magazine consisted of an eight page broadsheet pull-out with content including character introductions and activities related to the film.

The campaign also included a bespoke digital homepage takeover on The Telegraph website, editorial placements, social posts, co-branded press adverts and an online BFG Hub.

Lauren Hockings, marketing manager at eOne, said "The Telegraph reflects the heritage and quality of The BFG and our ‘Welcome to Dream Country’ newspaper delivered the scale and magic of Roald Dahl’s book, through the rich and interactive content. The GIANT-sized broadsheet nature of The Telegraph only added to partnership being a perfect fit."

by Lydia O'Neill 25/01/17

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