MOFILM & LONDON FILM FESTIVAL by MOFILM for London Film Festival

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MOFILM & LONDON FILM FESTIVAL

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Industry Shows, Events & Festivals, Business equipment & services, Corporate Image
Media Promo & PR
Market United Kingdom
Agency MOFILM
Released June 2009

Credits & Description

Category: Sponsorship or Partnership Campaigns
Advertiser: AON AT&T BEST BUY CAMPBELL'S HP HAAGEN-DAZS McDONALDS NOKIA OMO PEPSI VASELINE
Product/Service: CROWD SOURCING VIDEO AD COMPETITION
Agency: MOFILM
Date of First Appearance: Jun 16 2009 12:00AM
Entrant Company: MOFILM, Altrincham, UNITED KINGDOM
Entry URL: http://www.mofilm.com
Chairman: Jeffrey Merrihue (MOFILM)
Chief Executive Officer: Andy Baker (MOFILM)
Marketing and Community Director: Ralph Cochrane (MOFILM)
Chief Technology Officer: Chris Noden (MOFILM)
Chief Marketing Officer: Phil Clement (AON)
Vice President, Advertising and Marketing Communications: Daryl Evans (at&t)
Chief Marketing Officer: Barry Judge (Best Buy)
Senior Vice President and Chief Strategy Officer: M Carl Johnson III (Campbells)
Chief Marketing Officer and Senior Vice President: Michael Mildenhall (Hewlett Packard)
Integrated Communications Director - Haagen Dazs: Nancy Salzberg (Haagen Dazs)
Director Global Marketing and Brand Strategy: Natasha Brown (McDonalds)
Head Of Brand Engagement: Fiona Bosman (Nokia)
Global Communicatiorons Planning Direct: Babs Rangaiah (OMO)
Global Marketiing Director -Pepsico international: Thomas Moradpour (Pepsi)
Global Communications Planning Director: Babs Rangaiah (Vaseline for Men)
Chief Innovations Officer: Deepak Masand (Visa)
Integrated Communications Director - Yoplait: Pam Kermich (Yoplait)
Media placement: Online Campaigne - London Film Festival Site - 6th June 2009

Describe the objective of the promotion.
MOFILM is about helping Brands shout louder about what they do. In launching exclusive competitions, MOFILM offers an alternative and interactive mechanism of sourcing high-quality materials and raising brand profiles. We harness the power of the creative community through the Internet, whilst shaping Brand Awareness in the way that a Brand wants. Using our model the Brand benefits from promotion both pre and post competition, and at high-profiled events. The Brand, in collaborating with MOFILM receive material that could be used for online distribution, broadcasting on Television or through other distribution channels.

Describe how the promotion developed from concept to implementation
Following on from our success at Cannes last year, where we launched our first U12 Competition 2009 sponsored by AT&T, Best Buy, Doritos, HP, Kodak, Renaissance, Nokia, Persil, Philips, Telstra, Visa and Vodafone, our initial competition concept has evolved into an expanding community of creative and talented people looking for more opportunities! The Brands have grasped this fact and since then, we have been inundated by Brand interest in our model. Over the last 12 months we have signed 34 global clients, directly making it the biggest video agency in the world. as seen on www.mofilm.com.

Describe the success of the promotion with both client and consumer including some quantifiable results
Our clients now include both Pepsi, Coke, Wal-mart, Best Buy, Unilever (13 Brands), General Mills, Visa, McDonalds, HP, Vodafone, at&t, Nokia, Campbells, to name a few. For Cannes 2009, over 14,000 people downloaded a Brand Brief and we received 350 completed adverts. For our last event in Barcelona, another seven major brands sponsored our online competition to which we received an overwhelming response from the filmmaking community. We received a record-breaking 20,000 downloads over the competition period and received over 1500 videos and short films, 1200 of which were high-quality and put forward to the Brands for selection.

Explain why the method of promotion was most relevant to the product or service
We now take a selection of Brands for our competitions and events. This ensures full brand engagement and captures exactly how the Brand would like their end product to look like. We have a database of over 60,000 filmmakers and other creatives. In exchange for high-valued cash prizes, cars, filming equipment and employment opportunities; our Creatives deliver exactly what the Brands want and more often than not exceed Brand expectations. Our community is a wealth of undiscovered talent and creativity. We have a high returning client list as demonstrated in their commitment and sign-up to our future events and competitions.