Melbourne International Film Festival (MIFF) Digital, Case study Made From Memory [image] by McCann Erickson Melbourne

Made From Memory [image]

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Industry Shows, Events & Festivals
Media Digital, Interactive & Mobile, Case study
Market Australia
Agency McCann Erickson Melbourne
Chief Creative Officer Pat Baron
Executive Creative Director Matt Lawson
Art Director Corey Thorn
Copywriter Chesney Payet
Production Airbag Productions
Director Stephen Mccallum
Released October 2016

Awards

ADFEST 2017
Direct Lotus User Generated Content Silver
Media Lotus Best Use Of Branded Entertainment & Content: User Generated Content Bronze
Promo Lotus Best Use Of User Generated Content Bronze

Credits & Description

Company Entering: Mccann Melbourne, Melbourne
Brand: Melbourne International Film Festival
Advertiser: Melbourne International Film Festival
Agency: Mccann Melbourne, Melbourne
Managing Director: Adrian Mills
Chief Creative Officer: Pat Baron
Executive Creative Director: Matt Lawson
Copywriter: Chesney Payet
Senior Writer: Charles Baylis
Art Director: Corey Thorn
Account Director: Alex Haigh/Emma Van Den Berg
Social Director: Chris Baker
Head Of Broadcast: Victoria Conners
Agency Producer: Simone Greentree
Film Production Company: Airbag Productions, Melbourne
Managing Partner: Adrian Bosich
Director: Stephen Mccallum
Co-Director/Talent: Keith Grove
D.O.P/Cinematographer: Adam Howden
Film Producer: Johanna Rayner
Editor: Graeme Pereira
Online Editor: Nick Wright
Colorist: Cj Dobson
Special Effects Company: Big Photographic Ltd, Melbourne
Producer: Alastair Coe
Illustrator: Adrian Johnson
The Brief:
Miff Offers A Unique And Emotionally Intense Cinema Going Experience That You Really Need To Feel To Understand. These Are More Than Just Films, These Are films That Stay With You'. We Had To Create A Campaign That Brought This Creative Platform To Life And Gave New Fans A Reason To Book Tickets To This Years Festival. Measurable Objectives: 1) Grow Attendance – Attract New Audiences 2) Increase Frequency – Get Fans To See More Films More Often 3) Drive Conversations About Miff Online And Offline
The Strategy:
We Had Two Specific Target Audiences; Primary Target – Miff Fans Who Pride Themselves On Being The First To See The Latest And Most Unusual Films From Around The World Secondary Target – People Who Have Never Attended Miff But Who Are Open To New Experiences. We Decided On A Two-Phase Campaign. Firstly, Launch A Promotion That Would Reach Our Primary Fans To Ensure Their Attendance. Then Activate Them As Advocates To Recruit Our Secondary Audience. We Identified Social Media As A Key Channel For These Audiences When Learning And Sharing News About Upcoming Film Events.
The Execution:
The Campaign Launched With Edms And Social Posts To The Festivals Existing Fan Base. To Reinvigorate Their Interest In The Festival We Asked Them For Their Strongest And Favorite Film Memories From Previous Festivals. We Then Announced A Social Promotion That Invited People To Submit Memories To Have Them Turned Into A Short Film. One Memory Was Selected. Using A Production Companys Equipment, Our Winner Then Began Remaking His Favourite Scene From Memory. This Journey Was Filmed And Used As Online Content, Directing Users To Book Their Future Memories. The Film Itself Played At The Festivals Opening Night.
The Result:
During The Campaign Over 2
000 Film Fans Shared Their Memories Online, Making 2016 The Most Successful Year In The Festivals History. 500,421 Tickets Were Sold, A 15% Increase From The Previous Year.