Melbourne International Film Festival (MIFF) Promo, Case study A MATTER OF TASTE THE MOVIE by Ogilvy & Mather Melbourne


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Industry Shows, Events & Festivals
Media Promo & PR, Case study
Market Australia
Agency Ogilvy & Mather Melbourne
Producer Tim Marxsen
Released October 2010

Credits & Description

Category: Best Use of Branded Content
Product/Service: FILM FESTIVAL
Date of First Appearance: Oct 27 2010
Entrant Company: BADJAR OGILVY, Melbourne, AUSTRALIA
Editor / Director: Olly Sindle (Badjar Ogilvy)
Writer/ Creator: Michael Knox (Badjar Ogilvy)
Writer / Creator: Lenna Boland (Badjar Ogilvy)
Producer: Tim Marxsen (Badjar Ogilvy)
Account Director: Mathew Rose (Badjar Ogilvy)
-: - (MIFF Festival Sponsorship Booking)
Media placement: Cinema - Nova Cinemas Carlton, Melbourne - 27th October 2010
Media placement: Cinema - Brisbane International Film Festival - 5th November 2010
Media placement: Cinema - Public viewing for Twitter followers - 24th November 2010

Insights, Strategy & the Idea
The Insight
Less than 1% of ticket sales for the Melbourne International Film Festival (MIFF) are sold to people outside Melbourne.

The Problem
We needed to find a way of engaging with our target audience, film-buffs and cinema-goers, and also raise awareness of MIFF beyond Melbourne.

The Idea
Create a film about MIFF that plays at other film festivals.
A showcase of the festival: the films, the events and the great city of Melbourne.

Creative Execution
We created two characters: POPCORN and CHOCTOP as MIFF’s mascots.

Two willing, young guys wore non-breathable, polyurethane suits for the entire 17 days of the festival.

And we shot a documentary about them.

The plot was crowd-sourced.
Content driven by their TWITTER followers and the festival programme.

They watched 100s of films, met those who TWEETED them, charmed screen legends, attracted the attention of the media.

Amongst the backdrop of the festival, and the streets of Melbourne, the emotional journey of life as a mascot told a compelling filmic tale.

Results and Effectiveness
MIFF’s Facebook fans trebled.

An online competition asking followers to vote who was best drove 10,000 referrals.

'A MATTER of TASTE the movie' is now screening as a 20-minute documentary at other film festivals.

What could be a more relevant and effective way to promote a film festival, than a film about a film festival?