Media was used creatively to engage the core audience. All media was designed to be highly entertaining by bringing to life the characters and involving the consumer. This included Australian firsts such as Messenger Theme Packs-branded animations & backgrounds.Sequential message delivery meant each ad exposure introduced the viewer to a new character,while interactive polls had fans voting on their favourite character & superpower.

Box office exceeded target by 9% to reach $12m.Pre-launch awareness was 3 times industry norms. Most importantly, online engaged our consumers, delivering outstanding results: 27m brand exposures; 172,000 site visits;700,000 trailers played & 220,788 theme pack downloads which had fans promoting the brand in every interaction with their messenger buddies.