The Grinch marketing tactic scores with gleefully snarky billboards

Who doesn’t know the Grinch? Based on Dr. Seuss’ beloved holiday classic, Jim Carrey stole all our hearts with his rendition of the grumpy, Christmas hating character in the year 2000.

But how would Universal Studios get the public to race to the cinemas with a Christmas movie a month too early?

A massive green, snarky billboard that would get your attention of course.

Across the country, people couldn’t turn away from the giant green billboards that saw the Grinch dropping truth bombs and doling out snarky comments. Many billboards were also tweaked for their specific location.

One in New York City stated: “Good luck getting those Hamilton tickets.” In Los Angeles, the Grinch turned his ire toward aspiring actors: “Oh, you’re trying to make it in Hollywood.

Let me know how that goes.” He also wasn’t opposed to poking fun at himself. “Another remake, I hope you’re happy Hollywood,” acknowledges the new film’s place as the third to tackle the Dr. Seuss classic after the beloved 1966 animated TV special and Jim Carrey’s 2000 live-action version.

By the looks of The Grinch‘s opening weekend box office haul—it earned $67 million—the viral campaign was a success.

It even knocked off Bohemian Rhapsody off the top of the UK box office.

After 20 years of evolving technology, shifting market trends, and adapting to changing consumer behaviour, the media landscape has nearly reached saturation.

We’ve optimised to the fullest, providing advertisers with abundant choices across technology, platforms, data-driven marketing, CTV, OTT, DOOH, influencer marketing, retail, etc.

Media specialists have diversified, but with more options comes the challenge of maintaining income growth. The industry is expanding, but revenue isn’t keeping pace.

Now, we’re at a TURNING POINT: time to explore and harness new sustainable revenue streams. While GroupM forecasts a 7.8% global ad revenue growth in 2024, challenges like antitrust regulation, AI and copyright issues, and platform bans persist.  

Collaboration is key: partnerships that thrive on synergy, shared values, and aligned goals are becoming increasingly essential.

Hence, the Malaysian Media Conference, in its 20th year, has assembled the partners and players under one roof on October 25 for a day of learning, sharing, and exploring.

 

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