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  • AWARDS :
    BRONZE
  • SUB CATEGORY :
    FIELD MARKETING
  • COMPANY ENTERING :
    MCCANN MELBOURNE, MELBOURNE
  • ENTRY TITLE :
    THE EMOTIONAL TRAILER
  • BRAND :
    MELBOURNE INTERNATIONAL FILM FESTIVAL
  • ADVERTISER :
    MELBOURNE INTERNATIONAL FILM FESTIVAL
  • AGENCY :
    MCCANN MELBOURNE, MELBOURNE
  • MANAGING DIRECTOR :
    ADRIAN MILLS
  • EXECUTIVE CREATIVE DIRECTOR :
    PAT BARON
  • CREATIVE DIRECTOR :
    ALEX WADELTON/ANDY JONES
  • COPYWRITER :
    ALEX WADELTON
  • ART DIRECTOR :
    ANDY JONES
  • ACCOUNT DIRECTOR :
    CAROLINE MACMILLAN
  • ACCOUNT MANAGER :
    MILLY DUNN
  • HEAD OF BROADCAST :
    VICTORIA CONNERS
  • AGENCY PRODUCER :
    ANNE COMBER
  • ASSISTANT PRODUCER 2 :
    AFRIM MEMED
  • FILM PRODUCTION COMPANY :
    AIRBAG PRODUCTIONS, MELBOURNE
  • DIRECTOR :
    PATRICK JENNINGS
  • TECHNOLOGIST :
    STEVEN NICHOLSON
  • EXECUTIVE PRODUCER :
    ROB STOCK
  • FILM PRODUCER :
    ELIZA D'SOUZA
  • PRODUCTION DESIGNER :
    ILLUSION STUDIOS
  • EDITOR :
    PATRICK JENNINGS
  • PHOTOGRAPHER :
    JAY HYNES
  • THE BRIEF :
    THE MELBOURNE INTERNATIONAL FILM FESTIVAL (MIFF) IS MELBOURNE’S PREMIER FOREIGN LANGUAGE AND ARTHOUSE FILM FESTIVAL. OUR BRIEF WAS TO DRIVE ENGAGEMENT, ADVOCACY AND OVERALL FILM FESTIVAL ATTENDANCE FOR 2015. THE FOLLOWING THREE KEY OBJECTIVES WERE IDENTIFIED. OBJECTIVE 1 – DEEPEN ENGAGEMENT OF CORE MIFF FANS. OBJECTIVE 2 – LEVERAGE FAN ADVOCACY TO DRIVE SHARING BEHAVIOR ON SOCIAL MEDIA. OBJECTIVE 3 – GROW OVERALL ATTENDANCE. THE REAL CHALLENGE THOUGH, WAS TO GET PEOPLE TO SEE FILMS THEY’VE NEVER HEARD OF, STARRING PEOPLE THEY DON’T KNOW, IN A LANGUAGE THEY DON’T UNDERSTAND. ALL ON A CONSIDERABLY LIMITED BUDGET.
  • THE STRATEGY :
    CHALLENGE: MIFF SHOWCASES FILMS FROM AROUND THE WORLD IN OVER 11 LANGUAGES, AND STARS ACTORS THAT PEOPLE DON’T KNOW. STRATEGY: BRING TO LIFE THE EMOTIONS OF EACH FILM SO THAT A PROSPECTIVE AUDIENCE CAN EXPERIENCE THE WAY THAT A MOVIE WILL MAKE THEM FEEL, DESPITE NOT KNOWING ANYTHING ABOUT THE DIRECTORS, ACTORS OR PLOT. STRATEGIC CHALLENGE: USE EMOTION TO CREATE A BLOCKBUSTER EXPERIENCE WITHOUT THE BLOCKBUSTER INGREDIENTS. DIRECT STRATEGY: LEVERAGE THE EXISTING MIFF DATABASE TO DRIVE SHARING OF EMOTIONAL TRAILERS THROUGH SOCIAL CHANNELS, AND DRIVE PEOPLE TO BOOK TICKETS DIRECTLY FROM THE TRAILERS.
  • THE EXECUTION :
    USING THE UNIVERSAL LANGUAGE OF EMOTION, WE CREATED A CUSTOM EMOTION SIMULATOR TO EXPERIENCE THE EMOTIONAL JOURNEY OF EVERY FILM AT THE FESTIVAL. TO FEED THE SIMULATOR, WE CAPTURED THE EMOTIONAL DNA OF EACH FILM BY MONITORING THE WAY PROMINENT FILM CRITICS RESPONDED TO EACH FILM THROUGH BIOMETRIC SENSORS AND A CUSTOM APP. THE EMOTIONAL MAP FROM EACH FILM WAS THEN FED INTO FACIAL ELECTRODES IN THE MIFF EMOTION SIMULATOR. THE FILMED EXPERIENCE OF EACH PARTICIPANT WAS THEN TURNED INTO AN EMOTIONAL TRAILER FOR EACH FILM. THESE TRAILERS COULD THEN BE SHARED AND VIEWERS COULD BOOK TICKETS DIRECTLY FROM THEM
  • THE RESULT :
    BY ALLOWING PEOPLE TO FEEL THE FILM BEFORE THEY SAW THE FILM, WE CREATED A DIRECT MARKETING HIT. TICKETS TO PREVIEW FILMS IN THE EMOTION SIMULATOR SOLD OUT WITHIN 2 DAYS OF LAUNCH. THE EXCITEMENT AROUND THE EMOTION SIMULATOR AND EMOTIONAL TRAILERS DROVE THE FOLLOWING FESTIVAL RECORDS: HIGHEST ATTENDANCE ON RECORD MIFF MEMBERSHIP GROWTH OF 10.4% $30,165,012 IN EARNED MEDIA VALUE AN 800% INCREASE IN SOCIAL MEDIA SHARES IN A FESTIVAL THAT PREMIERED OVER 100 NEW FILMS TO AN AUSTRALIAN AUDIENCE, THE GUARDIAN ONLINE NAMED THE MIFF EMOTION SIMULATOR THE NUMBER 1 ATTRACTION AT THE FESTIVAL.