Case Study
GRU-VY”
Client: United International Pictures
Agency: Mediacom
Date: 2020
InMobi Creative Studio
Art Director: Anna Ow
Developer: Dipankar Ghosh
Mobile Strategy & Activation, UI/UX Design, Social
Feeding into the frenzy for all things related to the Minions, we created “Let’s Get GRU-vy” – a fun and engaging mobile marketing campaign for fans to engage with their beloved characters and express their creativity.
The Rise of Gru takes place in the 1970s; We invite users to go back in time and customise a minion with different retro hairstyles and looks. When users are satisfied with their masterpiece, it can be shared on social media or saved as a wallpaper for their phones.
The 1970s theme provides a rich, nostalgic canvas for fans to explore and personalize.
Integrated social sharing options directly, encouraging users to post their creations on platforms like Instagram, Facebook, and TikTok. A campaign-specific hashtag (#LetsGetGRUvy) was introduced to track and amplify user-generated content.
By combining the beloved Minions characters with the nostalgic allure of the 1970s, “Let’s Get GRU-vy” aims to captivate the audience, drive social engagement, and keep the Minions top-of-mind in a fun and creative way.