The Wonderfully Weird World of Gumball

Client: Warner Bros. Discovery

2025 saw the return of The Wonderfully Weird World of Gumball on Cartoon Network. Warner Bros. Discovery wanted a multi-region campaign aimed at children aged 6-12 and their parents to make the launch an unmissable TV event for existing fans and new audiences. More specifically they were looking to re-establish Gumball as a top rated show across key markets in Europe, MENA and South Africa. Insight showed awareness was strongest amongst kids 10-14yrs but dropped amongst younger audiences. However, affinity is very strong showing that when kids discover the show, they really love it and can remain lifelong fans.

The challenge was to build rapid awareness with younger audiences to bring them to the world of Gumball, whilst also igniting the existing fanbase to drive intention to view. BDR’s solution was a precision programmatic DOOH campaign, delivered by Skyrise, this drove awareness at scale across nine countries. Skyrise built bespoke audiences by analysing telco, transaction and demographic data to identify parents of children aged 6-12, mapping their movements to available inventory and activating screens at the moments that mattered most - school runs, shopping trips, weekends. WBD, supported by BDR created bold, character-led creative designed specifically for the DOOH environment, ensuring the campaign felt unmissably Gumball wherever families encountered it. The campaign delivered millions of targeted impressions across tens of thousands of screens, drove double-digit brand uplifts, and resulted in outstanding performance across TV, VOD and digital platforms.