THE EDITING TABLE by TBWA\Neboko Amsterdam for International Documentary Festival Amsterdam (idfa)

THE EDITING TABLE

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Industry Shows, Events & Festivals
Media Direct marketing
Market Netherlands
Agency TBWA\Neboko Amsterdam
Producer Anne-Marie Verschoor
Released October 2009

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: IDFA
Product/Service: INTERNATIONAL DOCUMENTARY FESTIVAL AMSTERDAM
Agency: TBWA\NEBOKO
Date of First Appearance: Oct 18 2009 12:00AM
Entrant Company: TBWA\NEBOKO, Amsterdam, THE NETHERLANDS
Entry URL: http://www.dewerkelijkheidverzinjeniet.nl
Creative Managing Director Copy: Bas Engels (TBWA\NEBOKO)
Creative Managing Director Art: Pim van Nunen (TBWA\NEBOKO)
Interactive Graphic Designer: Yordy van der Werff (NEBOKO FLOW)
Producer: Anne-Marie Verschoor (NEBOKO FLOW)
Group Account Director: Valérie Dekeuwer (TBWA\NEBOKO)
Account Manager: Elise Dam (TBWA\NEBOKO)
Technics: (This page cannot be found.com)
Media placement: Online - Www.dewerkelijkheidverzinjeniet.nl - 18 October 2009
Media placement: Online - Www.idfa.nl - 18 October 2009
Media placement: Online - Www.volkskrant.nl - 18 October 2009

Describe the brief/objective of the direct campaign.
Last year IDFA Amsterdam, which is the world’s largest documentary film festival, launched an award-winning campaign based on the truth: ‘You can’t make up reality’. This year the campaign continues with three new films, posters, catalogues and an online game. The objective of the online game was to get people interested in documentaries and to encourage them to enter their details to win a VIP treatment at the festival. It was aimed at both existing and new customers. The secondary objective was to increase the amount of traffic to the IDFA website.

Explain why the creative execution was relevant to the product or service.
People came up with the truth in the television campaign, but nobody believed it. The online game challenged you to come up with the truth YOURSELF. To get people to play the game we placed teasing banners at the homepage of the highly visited IDFA website, which was communicated in every media of the campaign and where people could book their IDFA-visits. On top of that, the biggest sponsors placed banners on their sites, as The Volkskrant, the second largest newspaper in Holland. The website became FWA Site of the Day in just a couple of days.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
‘The editing table’ online game challenged everyone to edit the stories of three documentaries that would be featured in the upcoming festival. The purpose of the game was to make people realise that reality is sometimes more absurd than you can imagine. It was very difficult to make the right choices and get the truth right. The whole idea of the game was that almost no one could make the correct edit straightaway because... ‘You can’t make up reality.’

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
Even in times of financial crisis, IDFA scored more visitors than ever. More people played the online game and the number of unique visits to the IDFA website doubled. Research also showed there was a demonstrable increase in interest in documentaries in general and in the IDFA festival in particular. More people visited IDFA on tour in the rest of the Netherlands. There were higher IDFA DVD and merchandising sales. And, last but not least, more sponsors wanted to support IDFA due in part to the huge amount of free publicity the entire campaign generated in a range of media that even included the national news.