Dubai International Film Festival DM, Case study FILM PERSONALITY TEST [presentation board] by Leo Burnett Dubai

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FILM PERSONALITY TEST [presentation board]

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Industry Shows, Events & Festivals
Media Direct marketing, Case study
Market United Arab Emirates
Agency Leo Burnett Dubai
Released January 2013

Awards

Dubai Lynx 2013
Media CONSUMER SERVICES SILVER
Media INTEGRATED MEDIA CAMPAIGN BRONZE
Media USE OF SOCIAL MEDIA BRONZE

Credits & Description

Client THE DUBAI INTERNATIONAL FILM FESTIVAL
Product FILM FESTIVAL
Entrant LEO BURNETT DUBAI, UNITED ARAB EMIRATES
Type of Entry: Media: Product/Service
Category: CONSUMER SERVICES
Title: FILM PERSONALITY TEST
Product/Service: FILM FESTIVAL
Entrant Company : LEO BURNETT DUBAI, UNITED ARAB EMIRATES
Advertising Agency : LEO BURNETT DUBAI, UNITED ARAB EMIRATES
Media Agency : LEO BURNETT DUBAI, UNITED ARAB EMIRATES
Name Company Position
Bechara Mouzannar Leo Burnett Chief Creative Officer
Peter Bidenko Leo Burnett Regional Executive Creative Director
Nabil Rashid Leo Burnett Creative Director
Rafael Augusto Leo Burnett Senior Art Director
Sunny Deo Leo Burnett Senior Copywriter
Lara El Barkouki Leo Burnett Account Supervisor
Nadia Bedaywi Leo Burnett Account Executive
Maysoun Hanna Leo Burnett Planner
Results and Effectiveness:
The campaign succeeded in changing perceptions towards the festival and the behaviour of people - recording a record number of attendees in the history of the event. - Record number of ticket sales with attendance up 35% - Total package sales up 88% - Student attendance up 50% - Facebook/Twitter fans doubled to 34,765 & 30,861 respectively. - DIFF website received over 100% unique visits - DIFF mobile site received over 950% unique visits - DIFF YouTube Channel receiving 1,150,400 views compared to 160,000 views from last year. Almost 10 times more than the previous year.
Creative Execution:
We wanted to give everyone the opportunity to take the test. Since YouTube is the main hotspot for people to watch movie trailers, we gave them the chance to engage through a unique video test purposely designed for this medium. Once you enter, there are a total of five Inkblots. When the first appears, a series of words soon follow. You click on the word you think best represents the Inkblot, and then the video jumps directly to the second Inkblot. After all five, in just five clicks, you get your film genre preference and the trailer of a film you may be interested in watching at the festival with the option to buy tickets. Since YouTube videos can be embedded on external social media websites, the video test was simple to take and easy to share – meaning all your friends could watch your trailer without even taking the test.
Insights, Strategy and the Idea:
With a strong variety of film showcasing at The Dubai International Film Festival, attendance rates were still lower than expected last year with people preferring to watch mainstream movies at the cinema than attend the festival. People were not relating to DIFF. And we had to convert these cinemagoers into festivalgoers. The truth about film is that everyone sees it differently. And we wanted to take this problem of perception and used it our advantage. Inspired by this, we teamed up with acclaimed Clinical Psychologist Dr. Raymond Hamden to create the 'DIFF Film Personality Test'. A series of Inkblots with results, gathered over a two-month period, based on genuine film-related psychometric results. What people interpreted determined the film genre they may be interested in before the festival actually begins. And they could buy tickets for these films well in advance - so were building followers nice and early.