Advanced Television

Muppets boost for

February 5, 2014

By Colin Mann

Pro-copyright consumer education body the Industry Trust for IP Awareness has revealed the latest instalment of its ‘Moments Worth Paying For’ campaign. On February 7th the Industry Trust and Walt Disney Studios UK will launch an exclusive Muppets Most Wanted trailer that sees Kermit the Frog and Miss Piggy guiding audiences to choose official film.

It is heralded as the first trailer of its kind to deliver direct messaging on the functionality of movie search website FindAnyFilm and points film fans to official services by raising awareness of FindAnyFilm as a search engine for official film, all above board.

Miss Piggy, Kermit the Frog and the World’s Number One Criminal and dead-ringer for Kermit – Constantine – star in the latest educational trailer. When deciding between Kermit and Constantine, Miss Piggy must choose the ‘real-thing’, thus helping audiences make the connection that they too should choose the real-deal for their film fixes, using as the conduit.

This trailer follows on from the success of previous instalments in the Moments Worth Paying For campaign featuring original content. Walt Disney Studios UK secured time with the cast and crew of Muppets Most Wanted to deliver the exclusive material to help ensure that audiences are not only entertained but also inspired to choose official film, TV and video content.

Weaving together the unique Muppets humour with features of the service has ensured a more explicit and stronger message is delivered, helping to point film fans to official services by raising awareness of FindAnyFilm as a search engine for official film, all above board. This comes as has been listed within ComScore’s Top 20 Film Websites in the UK, reporting a 700k increase in unique users year on year.

To amplify the reach and influence of the trailer, the Industry Trust will implement its successful integrated multi-media approach across cinema, digital, PR, social media and outdoor to complement the Muppets Most Wanted’s marketing strategy.

The Muppets Most Wanted trailer is the first release of 2014 in The Industry Trust’s Moments Worth Paying For campaign. Three years in, the campaign continues to resonate with 16 – 34 year old infringers, with the latest independent tracking research by ICM revealing that those exposed to the campaign are nearly twice as likely to intend to purchase official film as those not exposed to the campaign. According to Liz Bales, Director General at Industry Trust for IP Awareness, bespoke content can significantly increase message take-out across film audiences, “so it’s vital we continue to build on that. Muppets Most Wanted features the tongue-in-cheek characters that people know and love, together with an ‘imposter’ theme, making it the perfect fit for our campaign message, inspiring consumers to choose the real deal.”

Bales said that copyright infringement was still a key issue that the industry was continuing to tackle and if it could entertain audiences whilst it educated them, then it was engaging them in a more effective way. “It’s been wonderful working with Walt Disney Studios UK on this collaboration and we’re delighted with the final trailer. We believe the stronger connection to in this next evolution of the Moments Worth Paying For campaign will further increase consumer awareness of the huge range of legal alternatives to piracy. And when used in tandem with the FindAnyFilm booking tool will also help nudge audiences out to the cinema.”

Lee Jury, VP and Marketing Head of Walt Disney Studios UK said that Disney was committed to the continued efforts of tackling copyright infringement and following its successful Moments collaboration on Iron Man 3 in 2013, and was delighted to be working in partnership with the Industry Trust again. “It is great to be able to merge the wide appeal of the characters from Muppets Most Wanted with the successful Moments Worth Paying For educational campaign, allowing us to inspire and inform consumers of all ages where they can make an official choice – at Integrating this trailer within our wider marketing for the film really adds value to the collaboration, so it’s a very exciting partnership to be part of.”

You can view the trailer here:

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