Planeta Junior on behalf of DreamWorks Animation has signed a deal for its Penguins of Madagascar to star in a campaign for Play, a Polish telecommunications provider,.
Play recently launched a campaign starring the Penguins to promote its Junior Box, which includes toys based on the characters.
Junior Boxes include a phone and are personalised with the DreamWorks Animation characters. Customers will also be able to choose between a Penguins of Madagascar soft toy produced by Famosa or a Cobi construction set.
The Junior Box campaign will have a second run at Christmas, this time starring Madagascar's King Julien.
The Penguins of Madagascar is also starring in Play’s adverts on all major Polish TV broadcasters and themed TV stations, as well as on outdoor advertising, in the press, online, radio and at points of sale.
“The best Polish sportsmen, musicians, actors have been part of Play’s campaigns and it’s now time for our favourite animated characters," said Bartosz Dobrzy?ski, Play CMO.
“It is an absolutely unique approach but I’m pretty sure that adults as well as children will love our spots with Penguins of Madagascar.”
Ana Savic, Planeta Junior central and eastern Europe category manager, added: “Our newest project with Play and Penguins of Madagascar surpasses the borders of traditional CP deals.
"Using technology to our advantage we have enabled the delivery of a message in an entertaining, clear and wide reaching manner through the use of live action animation. This deal sets trends and opens doors to new possibilities and opportunities for further growth of the brands in Planeta Junior’s portfolio.”