Riot was appointed by Gutsy, a TV production company, to promote its innovative animated series Moominvalley on the strength of our brand work for Moomin Characters. We were brought on board at an early stage to run a B2B campaign that would help sell the production to buyers around the world.
Our strategy included whipping up excitement amongst fans to demonstrate the huge appetite for a new adaptation of the Moomin stories. We did this via the promotion of a crowdfunding campaign that gave fans a sense of ownership and investment, as well as with announcements including the A-list talent (Kate Winslet, Rosamund Pike to name but two), signed up to voice beloved characters.
We also targeted buyers directly with a beach-side drinks reception at MIPCOM, Cannes, the global market for entertainment content. To ensure targets came to our event over the hundreds of others taking place, we knew we needed to have a star, so arranged for Rosamund Pike (Moominmamma) to attend.
The Indiegogo campaign was 127% funded, far surpassing its $200,000 target to raise a total of $253,230 towards the visual development of the animation.
To date, Moominvalley has been sold to Yle (public broadcaster) in Finland and Sky One in the UK, with more deals to be announced imminently.