Broad Awareness
Part 3
Even though Coraline is an animated movie, we don't consider it to be a children's film. Rather, Coraline appeals to various demographics (old/young, male/female), so we describe our target as a mindset, a psychographic, instead. They explore the fringes of popular culture, and enjoyed Toy Story and Shrek but also more challenging animated films like Spirited Away. And our communications were designed to speak to these types of people and let them know that on February 6th a movie they would enjoy would be hitting the theatres. This phase was all about awareness.
