To celebrate the launch of the Paramount+ streaming platform across different territories, the intention was to bring the brand to life by creating the biggest drone shows ever seen in both the Australia and UK markets. The campaign set out to highlight the brand positioning; ‘Unique Stories, Iconic Stars, and a Mountain of Entertainment’ through doing exactly what Paramount+ do best - entertaining audiences in a creative and innovative way.

With a fleet of 600 drones taking to the skies above Sydney Harbour in Australia and Hollywood, Birmingham in the UK, both magical shows brought to life a number of iconic characters and moments from the world of Paramount+, including content from Mission Impossible, Star Trek, Halo, South Park, and family favourites SpongeBob SquarePants and PAW Patrol. Key objectives were to boost brand awareness, increase search volumes, and maximise both press coverage and social engagement.

Through both drone activations, Paramount+ were able to reach new audiences via global content distribution and earned media exposure, creating greater international awareness for the brand. The activation in Australia obtained a total Media Reach of 118 million, with search volumes increasing by 50% for Paramount+ and obtaining 13.2 million social media impressions – including 3.4m video views and 1.2m engagements. PR coverage obtained 1,914 media clips and a reach of over 112m – at an estimated value of $4.5m AUD.

The drone show in the UK was equally a resounding success, achieving 121 pieces of coverage in just 24 hours – with 12 hit features in national print and broadcast.