Big Pond Adelaide Case study SEE WITHIN [Video] by Clemenger BBDO Adelaide

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Industry Shows, Events & Festivals
Media Case study
Market Australia
Agency Clemenger BBDO Adelaide
Creative Director Greg Knagge, Geoff Robertson
Art Director Dave Lawson
Released September 2011

Credits & Description

Category: Titanium and Integrated
Product/Service: FILM FESTIVAL
Date of First Appearance: Dec 1 2010
Creative Director: Greg Knagge (Clemenger BBDO Adelaide)
Creative Director: Geoff Robertson (Clemenger BBDO Adelaide)
Copy Writer: Amy Weston (Clemenger BBDO Adelaide)
Art Director: Dave Lawson (Clemenger BBDO Adelaide)
Account Manager: Ana Cohelo (Clemenger BBDO Adelaide)
Agency Producer: Kirsty Allsion (Clemenger BBDO Adelaide)
Agency Producer: Michelle Treloar (Clemenger BBDO Adeladie)
Retoucher: Darrel Merritt (Clemenger BBDO Adelaide)
Account Manager: Bree Woodhouse (Clemenger BBDO Adelaide)
Managing Director: Kim Boehm (Clemenger BBDO Adelaide)
Media placement: Poster - Outdoor - 29/11/2010
Media placement: Short Film - Cinema - 27/01/2011
Media placement: Bus Shelter - Outdoor - 31/01/2011
Media placement: Billboard - Outdoor - 24/2/2011
Media placement: Projections - Outdoor - 24/2/2011
Describe the campaign/entry
The Big Pond Adelaide Film Festival is recognised as an important cultural event in the Australian cinema calendar. But it was identified that there was a target audience we were yet to reach. This previously elusive market of young, early adopters in touch with the street art and culture scene were not currently engaging with the festival. The audience can be defined as ahead of popular trends and critical of mass communication.
The Adelaide Film Festival needed to reach them in a challenging and unexpected way, speaking to them on their own terms and in their own world.
Describe how the campaign/entry was launched across each channel in the order of implementation
In order to get the people to the festival, we decided to take the festival to the people. We started by making our very own short film, which championed the power of film. We promoted the film as any other, through traditional media and launched the film with a premiere. We then challenged the audience by screening the film through non-traditional media. A bus shelter became the world’s smallest movie theatre, a billboard an instant outside cinema, and guerrilla handheld and bike projectors immersed the city in the festival. In this way our active outgoing audience found themselves unexpectedly-and pleasantly- introduced to the festival.
Give some idea of how successful this campaign/entry was with both client and consumer
Audience numbers doubled on the event’s inception. Attendance was up 22% from the previous festival, a growth 10 times larger than previous campaigns.
A result which meant their most profitable box office ever.
The success of the campaign in reaching this audience was also evident in the communication it produced. The campaign generated extensive tweets and posts about the event amongst our elusive Gen Y audience, encouraging their peers to interact with the campaign and in turn the festival.