The city needs heroes – and ‘Turtle Power’ is hitting the streets of Sydney, Melbourne and Brisbane to launch Paramount Picture’s new Teenage Mutant Ninja Turtles movie in Australia.
The power-packed outdoor campaign features a large-scale floor decal depicting the ‘heroes in a half shell’ emerging from the ‘sewers of Flinders Street Station’ in front of a 20m² animation of the Turtles in action on JCDecaux’s The Wall. A day/night Citylight campaign accompanied by 3 Innovate Opinionator panels went live in Sydney, Melbourne and Brisbane last week, ensuring the return of the brothers to the city streets could not be missed.
The popular franchise has captivated audiences of all ages for decades, and it seems that the love for these four unlikely outcasts will never fade. The ‘Who is Your Favourite Ninja Turtle?’ Opinionator panels received more than 135,440 hits – proving Michelangelo reigns supreme as Australia’s favourite Ninja.
Danni Robinson, JCDecaux Australia Innovate Operations Manager said: “The TMNT campaign was a great example of the use of multiple Innovate assets to really engage people in the lead up to the launch. Participation with the ‘Who is Your Favourite Ninja Turtle?’ Opinionators resulted in record engagement and a real sense of excitement around the campaign.”
The day/night Citylight campaign was live in Sydney and Melbourne accompanied by the Innovate panels in Sydney, Melbourne and Brisbane from 2 – 8 September.