Hollis Sponsorship Bulletin

LEGO has launched its first 3D cinema ad this week in support of its LEGO Toy Story range, as part of its ongoing sponsorship of Kids AM at VUE Cinemas - now in its third year.

A longstanding supporter of cinema, LEGO has embraced the 3D format with a new creative animating their LEGO Toy Story mini-figures in 3D.  By adding a 3D element to its cinema commercial format, LEGO is aiming to increase value and impact for cinema goers, as well as increased standout and engagement for the brand.

The ad will run in Pearl & Dean cinemas with Toy Story 3, tying the launch of the new range of toys with the release of one of this summer’s most eagerly anticipated family movies and demonstrates the flexibility of cinema as a sponsorship environment in allowing different creative executions to tie in with specific films.

The campaign was the brainchild of Fiona Wright, Marketing Director of LEGO UK, with the support of Carat Sponsorship’s Rob Honeywood and Pearl & Dean’s Joe Copeman.

In a six-figure deal negotiated by Carat Sponsorship, UTV Pitch, the sales house of men’s media brand talkSPORT, and Europe’s top-circulating sport magazine Sport, signed a agreement with skin and beauty care company Beiersdorf for the brand Nivea For Men to be an official partner of talkSPORT’s 2010 FIFA World Cup coverage.

The deal, which was negotiated by Charlotte Pilkington at UTV Pitch and Krane Jeffery, Sponsorship Director at Carat Sponsorship, will encompass all the platforms available under the UTV Pitch banner - talkSPORT, talkSPORT Magazine, talkSPORT.net and Sport magazine, and runs until the end of the 2010 FIFA World Cup in July.

The association is being used to promote Nivea For Men’s status as the Official Men’s Grooming Supplier to the England Team which was announced in February.  The campaign includes a range of features and promotions on-air leading up to the 2010 FIFA World Cup that will tie into the Nivea For Men’s strapline for the campaign ‘Preparation is Everything’.  Additional features will run around talkSPORT’s coverage of England’s 2010 FIFA World Cup matches, as well as sponsor credits around all 2010 FIFA World Cup matches.

Sport magazine will run a range of England focused advertorials with the same ‘Preparation’ theme, as well as display ads, a cover wrap and sampling campaign.  The on air and in print content will be replicated online across talksport.net and in the talkSPORT online magazine.

LEGO UK has extended its affiliation with VUE cinemas for the third consecutive year in a deal conceived and negotiated by Pearl & Dean and Carat Sponsorship.  Building on the success of previous years, the brand has renewed its sponsorship with Vue Kids AM between March 2010 and February 2011.
Negotiated by Joe Copeman of Pearl & Dean and Krane Jeffery of Carat Sponsorship, the LEGO UK sponsorship of 2010’s most anticipated family films includes on-screen activity, as well as a strong in-foyer presence with a ‘Chuck Standee’, quad posters and film listings leaflets. Vue’s website will also feature an online promotion on its homepage and an individual LEGO UK landing page.
LEGO UK remains the sole sponsor of Kids AM, screenings which take place at all VUE sites on weekends and half-term holiday mornings, showing recent family films for a discounted cost of 95p per child and adult.