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Peter Bucklow
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Our work » Case studies » BigPond Adelaide Film Festival
BigPond Adelaide Film Festival
A demonstration of
- > Active Engagement
- > Earned
- > Entertainment / Content
- > Integration
- > Leadership
- > Multimedia
- > Paid
- > Partnership / Sponsorship
- > Small budget
- > Content
- > Partnership
- > Consumer Insight
BigPond Adelaide Film Festival
We made it look like a blockbuster release but on an art house film budget.
See Within
The challenge
Generate mass awareness and hype of the 2011 BigPond Adelaide Film Festival on a small budget, but still make it cool and edgy for the core target market of Arty Urbanites.
Our insight
To make something BIG you need a BIG platform (and often a big budget), UNLESS you make it FAMOUS by having the media/creative talked about.
Our solution
Make it BIG – place media on BIG media platforms and incorporate one major media/creative stunt that will extend the campaign through WOM and PR.
The results
Within the media mix which included Outdoor, Digital and Press, an AdShel CREATE site was developed which turned an ordinary city bus stop into a mini cinema with a running projector, old-school cinema seats, and the occasional usher to help commuters board the bus…and hand out popcorn of course!
This activity alone received local, national and international PR coverage, and an immeasurable level of WOM was generated.
All of this contributed to the 2011 BigPond Film Festival being a hugely successful event with:
- 22% increase in all overall attendances
- 16% box office revenue increase from 2009
Thanks to Clemenger BBDO for superb creative execution.
