Sky 1 begins a print and online campaign today with Trinity Mirror Solutions to launch their new drama ‘Fungus the Bogeyman’, inspired by Raymond Briggs’ much-loved classic children’s book. The campaign will run online and in print for the Mirror and We Love TV Magazine.
The concept centres around the main character of the show, ‘Fungus’ being filthy, unhygienic and covered in slime. The idea Trinity Mirror Solutions’ Invention team had was to ‘infect’ the Daily Mirror – as if Fungus himself was a bacteria slowly growing and taking over the website and paper.
To drive viewers to watch the first episode of ‘Fungus the Bogeyman’ on the 27th December, Trinity Mirror Solutions’ Invention team worked with Sky’s media agency Mediacom to create a campaign that disrupts the reader’s day to day Mirror experience and reflects the narrative of the show.
The activity kicks off with a ‘tease’ campaign with Fungus’ face popping up in unexpected ways in editorial owned spaces across print and online in the Mirror including weather, puzzles, stars and toons. On the 26th December, Fungus’ identity will be revealed in a spoof interview and the TV listings supplement will be covered in green slime. The following day he will appear on the Mirror masthead and inside the paper will feature an agony uncle Fungus-themed problem page and a Fungus facemask.
Digitally, 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 TV show trailer. There will be supporting digital native content, plus a Fungus skin and MPU.
The campaign looks to emulate and build upon the momentum of Trinity Mirror Solutions’ recent campaign for Sky 1’s ‘You, Me and the Apocalypse’. The apocalyptic-themed, disruptive ad campaign helped to drive 1.6million viewers tuning into the premier, which was double the channel’s slot average.
Matthew Arnold, Marketing Manager at Sky 1 said: "We are excited to be working with Trinity Mirror Solutions again to launch our flagship series, Fungus the Bogeyman, on Sky 1 this Christmas. They have created another immersive experience for their audience across their print and digital channels which perfectly captures the spirit of the show and the character of Fungus. We are thrilled with the outcome, which we believe will get families across Britain tuning in to Sky 1 on 27, 28 and 29 December."
Mark Field, Director of Invention, at Trinity Mirror Solutions said: "The Fungus infection idea the team had developed has not respected the traditional limits of a campaign which makes it so compelling. It is crossing into and interacting with editorial spaces and content. It's a fully integrated approach that shows how commercial and editorial are working in sync to deliver fresh and disruptive campaigns."