GroupM media agency Wavemaker is tapping into the innate human instinct to fantasize via Paramounts latest movie series ‘The Lost City’, starring Sandra Bullock and Channing Tatum.
The campaign identified moments in media when people are fantasising – during the 3pm slump at work and at the school gate, on the way home from work, at the gym, searching for a new home, online shopping – and encouraged them to break with the mundane and escape with The Lost City.
Peter Andrew, client & communications director at Wavemaker, said: “It’s human nature to fantasise and that’s the perfect mindset to reach people with an invitation to escape into a world of adventure. Intercepting people’s daily 3pm slump is a tactic usually deployed by FMCG brands, making our message even more memorable because it’s unexpected.”
The campaign includes a strong presence within AFL and NRL, a sponsorship of Network Ten’s First Dates and Abbie Chatfield’s It’s a Lot podcast, as well as bespoke media executions across Tik Tok, Reddit, Realestate.com.au, Pedestrian and Pinterest.
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