30 October 2012 - 9:44am | posted by | 7 comments

Kwik Fit launches campaign featuring characters from Ice Age 4 – Continental Drift

Kwik Fit is rolling out a new integrated campaign, developed by adam&eveDDB, featuring characters from Ice Age 4 – Continental Drift.

The Twentieth Century Fox film is set to be released on DVD on 10 December, the ads are set to run until Christmas, with the campaign to include TV, radio, direct marketing and point of sale.

The campaign focuses on the message that Kwik Fit is offering “a mammoth 25% off” all its tyres this winter, as well as a competition where customers can win a family Ice Age experience to Iceland.

Karen Richards, head of marketing at Kwik Fit, says: “The Ice Age series of films is hugely popular and using Manny, Diego, Sid and Scrat in our creative will no doubt attract a wider family market. Together with a really strong price message, the campaign will make an emotional connection as well as a rational one.”

Media buying for the campaign has been handled by MediaCom, with direct marketing and point of sale by Live and Breathe.

Comments

30 Oct 2012 - 11:03
jasonstone's picture

Does this commercial "feature characters" from Ice Age 4... or does it merely include a few clips from the movie augmented by a big sign mentioning the brand?

Either way, a decent shout for the most bizarre cross-promotion of the year.

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30 Oct 2012 - 11:13
neale_gilhooley's picture

Lots of kids bikes will be arriving at tyre depots this winter

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30 Oct 2012 - 11:54
jasonstone's picture

@neale_gilhooley Is that a coded message for your handler at MI5? #baffled

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30 Oct 2012 - 12:34
neale_gilhooley's picture

No, it's a kids film (oh yes it is!) kids dont buy many car tyres.

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30 Oct 2012 - 12:45
jasonstone's picture

Gotcha.

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31 Oct 2012 - 11:08
Richard Carroll's picture

Jason bang on. Placed some 'quick' references into already composed film. I would love to know what the brief was worth and how much this cost! #mercenaries

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31 Oct 2012 - 11:22
Si1979's picture

I think it's pretty strong. Positions Kwik-Fit as a family brand; improves response rate across all DR channels; helps associate Kwik Fit with ice and snow in the key winter tyre change period; gives them nice POS for stores; and reaches mums and dads who care about a safety message at this time of year. Don't usually like to compliment the big M but can see the planning rationale. Simon Crunden, Republic of Media

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