Barbie The Movie: Belgian offline campaign success

OOH and radio led the Belgian push for Barbie The Movie. Over 10 million euros at the BELUX box office and the 6th best film of all time in Belgium.

DOOH

blue2purple - Ken and Barbie in a pink convertible holding yellow rollerblades

€10 million

in box office earnings in Belgium and Luxembourg

6th

best film of all time in Belgium

1 million

people reached in BELUX

client

Warner Bros. Discovery

Pillar

Media & Performance

short sumary

Barbie The Movie took over 10 million euros at the Belgian and Luxembourg box office, became the 6th best film of all time in Belgium and the best performing Warner Bros film ever in BELUX. blue2purple built the Belgian campaign off the beaten path, with Out of Home and radio as the primary drivers rather than digital: two Barbie themed elevators in Antwerp, a nationwide DOOH campaign, a pink Qmusic takeover with contests, and a premiere event at Qbeach Oostende. Over 1 million people were reached.

Warner Bros. Discovery, a global media and entertainment company, created worldwide buzz with an extensive marketing, influencer and communication programme for the highly anticipated Barbie The Movie. As the Belgian audience waited for the release in theatres, Warner Bros. Discovery entrusted blue2purple with orchestrating the offline campaign in the Belgian market.

The mission was clear: boost theatre attendance, drive ticket sales, generate excitement, and capture the interest of even the most particular audiences, through a compelling offline campaign in Belgium.

Off the beaten path

A film like Barbie called for a different approach, so the campaign was built on Out of Home and radio as its primary drivers.

OOH

Two eye catching Barbie themed elevators left their mark on Antwerp, alongside a nationwide DOOH campaign aimed at the key audience of women and moviegoers.

OOH format: 2m
Target audience: 18 to 44
Reach: 60%

Radio

Qmusic underwent a pink transformation, engaging its audience with content and contests.

Call to action campaign: the chance to win movie tickets, a trip to LA, and exclusive Barbie merchandise.
Social media buzz: a daily presence with Barbie themed competitions, Instagram posts and trending topics.
Grand finale: the Qbeach Oostende premiere event, bringing influencers and listeners together for a pink night out.

Box office. Over 10 million euros in earnings in Belgium and Luxembourg.

Ranking. The 6th best film of all time in Belgium, and the best Warner Bros film performance ever in Belgium and Luxembourg.

Reach. Over 1 million people reached in BELUX.

TikTok. 78.8K views, 84 saves and 9 shares.

Premiere. Attendance at the Qbeach premiere exceeded normal figures, in line with Warner Bros' attendance of 90 to 95 percent.

blue2purple - Barbie film poster on a pillar in Antwerp station

blue2purple - Barbie posters wrapped around lift walls in Antwerp station

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What our clients say.

Alina BuckE-Commerce Manager

Strategy & Inisghts

Media Activation

Data Intelligence

An extension of the in-house team

What I appreciate most in our day-to-day collaboration is how straightforward and transparent the blue2purple team is. Campaigns are proactively optimised, questions are answered quickly, and even on short notice requests I can rely on a fast and thoughtful response. It feels less like working with an agency and more like working with an extension of our own team.

Leander SaileHead of Digital Marketing

Strategy & Inisghts

Media Activation

Data Intelligence

Media that answers to business goals

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Quentin Ginoux

Strategy & Inisghts

Creative Content

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At Cash Converters Belgium, we have worked with the MMKM team (now blue2purple) for several years and have always valued their strategic vision, their ability to challenge assumptions and to keep evolving their recommendations. We are excited to see what this new chapter has in store!

Margaux PierresCoordinatrice Marketing & Communication

Strategy & Inisghts

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Creative Content

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