Campaign Snapshot
To promote the release of Ghostbusters: Afterlife, Landsec brought the ECTO-1 car on tour across five of its shopping centres – Bluewater, Westgate Oxford, St David’s, Trinity Leeds and White Rose – all of which had cinemas showing the film. Alongside the car and photo opportunity, the centres ran competitions and giveaways to drive footfall and engagement. We were briefed to produce the digital creative that promoted it all, working from an official asset library.
Four Pillars, One Campaign
The promotion had four distinct pillars to cover: film tickets, the competition, the ECTO-1 car and the trailer. Each needed its own visual so the four were clearly distinguishable, while still holding together as one campaign. Working from the studio asset library, we reworked and adapted the supplied artwork for each pillar and each channel it needed to run on. Where the library didn’t cover what we needed, we created our own on-brand elements to make the messaging work. Everything had to be signed off before it could go live, so the creative had to be right first time and true to the film’s brand throughout.
What We Created
This was a digital-first brief, so the campaign design ran across social posts and stories, digital content and in-mall screens. We produced both static and animated assets for each of the four pillars, adapted to the different formats and touchpoints used across the five centres. Each pillar had its own look while sitting clearly within the same campaign, so the messaging stayed distinct whether someone was seeing it on a screen in the mall or scrolling past it on social.
Overall Impact
The campaign gave all five centres a consistent set of creative to promote the ECTO-1 tour, the competitions and the film itself, tailored to the digital channels each centre was using. Working within an official studio asset library and getting everything approved meant the creative had to sit comfortably alongside the film’s own marketing while still doing a job for Landsec – driving footfall into the centres and engagement with the promotion around it.
