WILDEARTH.TV Promo, Case study LIVE CINEMA SAFARI by Cinevation

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Industry TV Channels/Radio Stations and Programmes
Media Promo & PR, Case study
Market South Africa
Agency Cinevation
Director Nigel Bateson
Producer Olive De Nobrega
Editor Claire Stewart
Released April 2010

Credits & Description

Category: Best Use of Cinema
Advertiser: WILDEARTH.TV
Date of First Appearance: Apr 1 2010 12:00AM
Entrant Company: CINEVATION, Johannesburg, SOUTH AFRICA
Company Director: Marisa Torrani (Cinevation)
Director: Nigel Bateson (Born in Africa)
Producer: Olive de Nobrega (Born in Africa)
Graphic Title Designer: Seshnee Wood (Born in Africa)
Cameraman: James Swallow (Born in Africa)
Camerawoman: Alice Walsh (Born in Africa)
Editor: Claire Stewart (The House Post Production)
Audio Engineer: Louis Enslin (Produce Sound)
All crew and staff: Safari TV Staff and Crew (Safari TV)
Game Ranger: Tara Pirie (Safari TV)
Media placement: Cinema - Cinema - 1 April 2010

Results and Effectiveness
Our strategy is to stage highly Impactful and Interactive live game drives to a niche target market. High interest in these events then stimulates social networking communication habits, creating additional viral driven promotion of the site via word of mouth recommendations of the website, Facebook entries, Twitter etc. The campaign is very targeted and niched and as it has only recently been launched, results are hard to quantify but so far reaction from the Target Market has been incredibly positive and the growing local social networking activity would point to a very positive outcome for the campaign.

Creative Execution
Our strategy is to only screen with movies that are very aligned to WILDEARTH.TV content thus ensuring the audience is highly attuned to our offering. We launched this campaign with the opening of the award winning dolphin documentary, The Cove. The duration of the drives are 20 minutes which is the time normally allocated to the cinema pre-show reel. Many cinema owners are happy to screen “entertainment” type content at little or no cost if it provides added value to the cinemagoer. Throughout the duration of the drive, the game ranger gave interesting information about the animals at Djuma and encouraged the audience to continue following events at the reserve by logging on to www.wildearth.tv. On entering the cinema, cinemagoers entered their names into a draw. Members of the audience were then called up in real time by the game ranger to receive prizes of accommodation at Djuma.

Insights, Strategy & the Idea
WILDEARTH.TV is a wildlife Internet site broadcasting live game drives to a predominantly international audience. Previous bandwidth restrictions in SA restricted the local audience from enjoying WILDEARTH.TV but recent developments have increased local bandwidth capacity opening up opportunities for WILDEARTH.TV to be more accessible to local South African audiences. South Africans are not used to experiencing game drives via the web. We wanted the Target Market to experience the REALNESS and IMPACT of live game drives with WILDEARTH.TV Cinema reaches the middle to upper income groups which are also Internet users. Cinema also allows us to recreate the conditions of a real game drive - Captive Audience, Impactful Visuals and Engagement with the Game Ranger. Utilising satellite technology, we broadcast 20 minute LIVE game drives from Djuma game reserve 500km away as the pre-show reel and created “ ad breaks” within the game drive to screen the other cinema commercials.