SING is a new animated movie that follows the story of a singing competition, and features more than 85 hit songs.

Emotive were engaged by Universal Pictures to take a fresh approach to promoting the movie through a content marketing strategy that utilises a key character (Gunter) from the film in an unexpected way. Our objective was to increase the conversation around SING in the social universe, building brand awareness and driving box office conversion. Our role was to acquire talent, produce and amplify the content all through the lens of ‘audience first’.

Emotive partnered with local YouTube sensations Mega Jam, to create a dance routine video choreographed by lead dancer, Jasmine – with an unexpected twist that audiences will love and delivered the following across the campaign:

  1. Composition and creation of the original music track used in the video
  2. A teaser video seeded out a week before launch to drive early intrigue in Mega Jam’s loyal audience
  3. A hero video seeded out across Mega Jam and Universal Pictures owned assets and social platforms
  4. A tutorial video on how to do ‘The Gunter’

The videos has been viewed over 7 million times across Facebook and YouTube and counting…

 Video Credits:

Talent: Mega Jam

Creative & Production Agency: Emotive

Digital Amplification: Emotive

VFX: Mike Lomas