New TV adverts starring Uma Thurman and some of the stars of Paramount+ are part of a major campaign spanning TV, cinema. print, digital & social media and influencer activity ahead of the streaming service’s launch on June 22.
It’s the biggest-ever campaign that Paramount has run in the UK.
The launch line up will include exclusive originals, blockbuster films from Paramount Pictures and a wide selection of Paramount’s most iconic shows, including the sci-fi smash HALO, Star Trek: Strange New Worlds, The First Lady and kids’ favourites Kamp Koral: SpongeBob’s Under Years and PAW Patrol: The Movie.
On television, the spots will be placed around peak time programming on a range of commercial channels, including the Paramount-owned Channel 5 and its digital portfolio, as well as broadcasters’ video-on-demand services and YouTube.
On cinema screens, the adverts will take premium positioning around some of the most anticipated films of the summer, such as Elvis and Thor: Love and Thunder.
Additionally, Paramount will take advantage of the reach of its owned and operated platforms in the UK and Ireland to cross-promote Paramount+ content on its free-to-air and pay TV channels, including Channel 5, MTV, Comedy Central and Nickelodeon as well as the streaming services My5 and Pluto TV.
Launch night will see Channel 5 air the opening episode of one of the biggest hits on the streaming service under the banner ‘Paramount+ Presents – HALO’, with viewers encouraged to watch the rest of the series on Paramount+.
“Our agency partners have brought an abundance of creative ideas and unbridled energy to this project,” said Anna Priest, Chief Marketing Officer, UK, Paramount. “Each one has worked as an extension of the team here at Paramount and that collaborative approach has been vital to the success of the overall execution of the campaign.”
In London, a ‘Hollywood Walk of Fame’ will see 50 illuminated stars hung above four West End streets to reflect Paramount superstars including Sylvester Stallone, Gillian Anderson, Michelle Pfeiffer and Viola Davis, while a pop-up space in Piccadilly Circus will allow fans to immerse themselves in their favourite films and shows through replica sets and memorabilia.
Across the country, prime digital displays have been booked at major travel hubs and shopping centres in major cities, while the transport network will see buses and trams wrapped in the hero shows from the streaming service.
