MK2: CINEMESSENGER

Credits:

Type of Entry: Use of Media
Category: Best Use of Cinema
Title: CINEMESSENGER
Advertiser/Client: MK2
Product/Service: VIDEO-ON-DEMAND WEBSITE
Entrant Company: GREY Paris, FRANCE
Advertising Agency: GREY Paris, FRANCE
Creative Credits
Name Company Position
Andrea Stillacci Callegari Berville Grey Co-President - Chief Creative Officer
Jessica Not Callegari Berville Grey Commercial Director
Jeremie Bottiau Callegari Berville Grey Creative Group Head
Xuan Pham Callegari Berville Grey Flasher Developer
Raphael Ghisalberti Callegari Berville Grey Artistic Director
Constance Godard Callegari Berville Grey Copywriter
Sacha Adamon Callegari Berville Grey Tv Producer
Details
Results and Effectiveness:
25 % growth in traffic on MK2.com. Fast and Furious 4 reached # 1 at the French Box Office. Microsoft made a vivid demonstration of the latest version of its MSN Messenger '09 reaching more than 500 000 people of its most difficult audience: 25-40 years old, grade AB. The campaign has been relayed in more than 200 blogs. Extensive coverage in French National Magazines and Television (Canal+, NRJ). - The campaign has been relayed in more than 200 blogs. National Magazines and TV Channels like Canal + talked about it.
Creative Execution:
- In an unexpected collaboration between mk2, Microsoft and Universal pictures, cinema audiences viewing the ‘Fast & Furious 4’ trailer were surprised to see a large MSN messenger window appear on screen detailing a private conversation between the projectionist and his girlfriend. During the dialogue, the projectionist has a hard time answering to his girlfriend because he is working and at that precise moment he is screening the trailers. When the trailer ends, a new window appears with the line “MK2VOD, Your computer and cinema become one”. - The idea has been implemented with 4000 screenings over the course of two weeks at 58 MK2 cinemas nationwide.
Insights, Strategy and the Idea:
- In the French business of entertainment, Video On Demand is one of the most strategic opportunities (more than 60% of growth between 2007 and 2008). Mk2, one of the largest cinema chains in France, wanted to promote its own service of VOD. As its distinctive positioning in the French cinema industry, MK2 was looking for an impactful idea that could generate traffic and purchases on their site (without any media buying). -The target of MK2 is 20/40. MK2 is a real brand for them. Cool films, productions, DVD editions, animations. They always expect something new from the MK2 experience.