Sky 'infects' Trinity Mirror titles to promote new TV show ‘Fungus the Bogeyman’
Sky has partnered with Trinity Mirror Solutions to create a quirky take on digital ads as part of a campaign promoting Sky’s new drama ‘Fungus the Bogeyman’.
Trinity Mirror Solutions’ Invention team worked with Sky’s media agency Mediacom to develop the ‘infect’ concept around the main character of the show Fungus, who is described as “filthy, unhygienic and covered in slime”. Fungus will ‘infect’ the pages of the Daily Mirror to create the effect of bacteria slowly growing over the pages and website.
The show is inspired by the children’s classic of the same name by Raymond Briggs. The campaign will begin running on the 26th December, and will appear both online and in print for the Mirror and We Love TV Magazine.
Matthew Arnold, marketing manager at Sky 1, said the campaign “perfectly captures the spirit of the show and the character of Fungus."
The idea is to disrupt the reader’s day-to-day Mirror experience and reflect the narrative of the show. The campaign will begin with a ‘tease’ whereby Fungus’ face will pop up in unexpected ways in editorial-owned spaces across print and online in the Mirror, including weather, puzzles, stars and cartoons. The Mirror website will feature a slime overlay, with green gunk dripping from the top of the screen until it covers enough space to play the trailer.
According to Trinity Mirror Solutions, the campaign intends to build upon the success of Trinity Mirror Solutions' campaign for Sky’s ‘You, Me and the Apocalypse’, which gathered 1.6 million viewers to tune into the premiere; double the channel’s slot average viewership.
An integrated approach to market new shows illustrates the move from the "traditional limits of a campaign" to one in which commercial and editorial work in sync to deliver "fresh and disruptive campaigns", commented Mark Field, director of invention at Trinity Mirror Solutions.
‘Fungus the Bogeyman’ will premiere on Sky 1 on 27, 28 and 29 December.