The background of the campaign was to initially introduce the new Universal Pictures film "Despicable Me", create awareness of the film's characters, and create a buzz of excitement about the film's release. The challenge was to keep the emphasis consistently on the comedic aspect of the film, portraying it in a humorous and entertaining light.

The campaign objectives were to integrate the characters of the film with the children's television channel Boomerang. The main objective was to create anticipation of the film's release, and encourage as many consumers as possible to go and see the film. They wanted children to be already familiar with the characters when they first saw the film, and have an already established connection to the film's themes.

A campaign featuring Gru and his Minions taking over the Boomerang channel was designed in order to grab the consumers attention. Through a webdrive, sponsorship ID's and branded channel idents, TMi created the impression the mental minions were running riot whilst also introducing other key characters from the movie. Additionally children were encouraged to help rescue the channel by going online to enter a competition.

The results were nearly 97,000 page views, with an average of a fantastic six minutes spent on the site by each visitor. The television delivery coverage 22.2% at 11.3ots, and the campaign was broadcast on twelve different channels.

This campaign innovated the way in which a film could be advertised and how an audience connected with a film that they had not yet even seen. The consumer felt involved with the film by having to go online to 'save the channel', and this helped to create a realness to the animation. Children wanted to see what the character's would do next, and wanted to watch the film to find out how their story ends.