ONE SECOND ONE MOVIE by McCann Erickson Hong Kong for Mei Ah Entertainment Group

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ONE SECOND ONE MOVIE

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Industry Culture, Leisure & Sport
Media Direct marketing
Market Hong Kong SAR China
Agency McCann Erickson Hong Kong
Executive Creative Director Spencer Wong
Creative Director Quentin Yeong
Art Director James O, Jazon Chan
Copywriter Andy Wong
Released May 2013

Credits & Description

Advertiser: MEI AH ENTERTAINMENT GROUP
Agency: McCANN WORLDGROUP
Category: Special Editions & Promotional Packaging
Advertising campaign: ONE SECOND ONE MOVIE
Copywriter: Andy Wong (McCann Worldgroup Hong Kong)
Art Director: James O (McCann Worldgroup Hong Kong)
Art Director: Quentin Yeong (McCann Worldgroup Hong Kong)
Creative Director: Quentin Yeong (McCann Worldgroup Hong Kong)
Executive Creative Director: Spencer Wong (McCann Worldgroup Hong Kong)
Art Director: Jazon Chan (McCann Worldgroup Hong Kong)
Chief Creative Officer: Spencer Wong (McCann Worldgroup Hong Kong)

Client Brief Or Objective
In 2012, 30-year-old Chinese movie distributor Mei Ah launched their online movie portal: A website streaming over 1000 iconic classic movies from around the world. But with nothing fresh and new to communicate about these films, CLASSIC was our problem.Our task was to arouse interest from movie lovers around the country to visit our website for our classic films.

Implementation
We got consumers to reignite their love for classic movies by creating a massive online movie quiz on the movie portal's website. A game for self-proclaimed movie lovers to prove the depth of their love! Players were bombarded with footages of over 500 of our classic movies - each just a fraction of a second long. And the person naming the most number of movies in the shortest amount of time wins. Of course, we allow players to reach out to their friends anytime they were stuck - via Weibo, Facebook or hints on our website to finish the game.

Execution
Instead of simply communicating the variety of classic movies offered on the new movie portal, we turned our movies into the contents of a massive online game. And not just any ordinary game - but an online challenge to all self-proclaimed movie lovers to test their knowledge of the silver screen. This way, we were able to appeal to the exact people Mei Ah would like to reach - movie lovers who take a genuine interest in the classic movies offered on the portal.

Outcome
The game drew movie lovers from around the country to visit our website to check out our classic movies. Over 50,000 movie lovers competed in our game and we have attracted, directly via our movie challenge, an astounding 2.6 million visits to the Mei Ah movie portal. During the campaign period, total website click rate was 2,596,831 and total impression 952,441,037.