Universal Pictures were looking for a brand partner to help promote the cinema release of How To Train Your Dragon:
The Hidden World – the last film in the hugely successful DreamWorks Animation franchise.
Drawing on the film’s theme of discovering new worlds, Brand Culture approached the UK’s largest rail company, Govia Thameslink Railway, with a partnership idea to help encourage commuters and day-outers to ‘Discover a Hidden World by train’.
GTR’s multi-channel campaign showcased the key characters from the franchise, with promotional activity running across the Southern, Thameslink and Great Northern networks, featuring DOOH,
press and radio advertising alongside paid social media. The chance to win a family holiday to Denmark was offered to engage travellers.
The film beat some stiff competition to become the top springtime family release at the box office. GTR saw a
significant rise in engagement compared with previous activity, illustrating how well the partnership performed for the brand.