JOHN PLAYER SHORT FILM FESTIVAL by Gurtlerbachmann for Reemtsma Cigarettenfabriken

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JOHN PLAYER SHORT FILM FESTIVAL

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Industry Alcoholic drinks & Tobacco, Tobacco and Smoking Accessories
Media Print, Magazine & Newspaper
Market Germany
Agency Gurtlerbachmann
Creative Director Mirco Kukereit, Claudia Oltmann
Released November 2011

Credits & Description

Category: Entertainment & Leisure
Advertiser: REEMTSMA CIGARETTENFABRIKEN
Product/Service: JOHN PLAYER SPECIAL
Agency: GÜRTLERBACHMANN
Chief Creative Officer: Uli Gürtler (Gürtlerbachmann)
Creative Director: Claudia Oltmann (Gürtlerbachmann)
Creative Director: Mirco Kukereit (Gürtlerbachmann)
Junior Project Manager: Kim-Christin Barnes (Gürtlerbachmann)
Managing Director: Frank Bachmann (Gürtlerbachmann)
Media placement: Mini-Softdrink Cups - Hamburg Cinema - 01.11.2011
Media placement: Mini-Popcorn Boxes - Hamburg Cinema - 01.11.2011

Describe the objective of the promotion.
The John Player Short Film Festival in Hamburg has been there for years, but still nobody seems to notice. To change this, our client wanted a low-budget promotion designed to precisely reach the target group of young urban cineasts. And with only 3 weeks to go till the festival, it all had to happen very fast.

Describe how the promotion developed from concept to implementation.
The solution was very simple: we distributed mini-popcorn and mini-softdrinks - perfectly portioned for even the shortest short film - at the biggest cinema in Hamburg. Moviegoers gratefully took our free snacks and found an invitation to the John Player Short Film Festival printed on the popcorn box and the cup.

Explain why the method of promotion was most relevant to the product or service.
The target group for short film festivals are moviegoers, so we decided to get them where we find them: at a movie theatre. We gave them something they obviously wanted anyway - popcorn and softdrinks - in a format that fits perfectly with the John Players Short Film Festival.

Describe the success of the promotion with both client and consumer including some quantifiable results.
In 2011, the Festival had twice as many visitors as in any of the years before.