It was a girl, not a plane. To promote its new fall series Supergirl, Global recently partnered with Toronto-based Grassroots Advertising to create a night-time projection that appeared to send the show’s title character zooming across Toronto buildings.
The activation was based upon a similar program created by Supergirl’s parent network, CBS, in New York.
“Supergirl’s flight is one of her fundamental superpowers in the series, and it was also an eye-catching way to grab consumer attention,” said a Shaw Media spokesperson of the promotion.
The marketing program ran the week prior to Supergirl’s Oct. 26 debut, with a particular emphasis on areas frequented by the show’s core 18-34 demographic – including Ryerson University, the entertainment district and other downtown buildings.
The stunt complemented a traditional mix of on-air and online promos aimed at a broader audience.
Supergirl’s debut attracted 1.7 million viewers 2+ according to preliminary numbers from Numeris, with strong performances against both the 18-34 and 25-54 demographics.
The new series is part of an effort by Global to add more action to its primetime line-up this season. Other new shows on the network’s fall schedule include Limitless and Heroes: Reborn.
Grassroots has incorporated projections into its advertiser offering for the past eight years. Vice-president of sales and operations Michael Gillissie said the company currently executes both nationally and in most major U.S. markets. Clients that have used the projections include Toyota Canada and Sapporo.
The projections often incorporate other marketing elements including SMS and interactive; green screens; street teams and collateral handouts; photo walls and live streaming; large-format gaming; sound and vehicle branding and large 3D elements.
