1 2
 
 
  • AWARDS :
    FINALIST
  • SUB CATEGORY :
    INNOVA LOTUS
  • 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 :
    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
  • CAMPAIGN SUMMARY :
    THE MELBOURNE INTERNATIONAL FILM FESTIVAL (MIFF) HAS A DEVOUT FAN BASE OF ADVOCATES, WITH 97% OF PEOPLE WHO ATTENDED A SESSION IN 2014 LIKELY TO ATTEND THE FOLLOWING YEAR. BUT WITH THE DIVERSITY OF INTERNATIONAL AND ALTERNATIVE CINEMA ON OFFER, IT’S NOT ALWAYS EASY TO ATTRACT A NEW AUDIENCE. SO WE CREATED AN EMOTION SIMULATOR THAT PRODUCED EMOTIONAL TRAILERS. THESE INNOVATIVE NEW EXPERIENCES TRANSCENDED LANGUAGE BARRIERS, ALLOWING FANS TO EXPERIENCE THE EMOTION OF A FILM BEFORE THEY SAW IT. USING THE UNIVERSAL LANGUAGE OF EMOTION, THE CAMPAIGN CREATED A NEW EMOTION-BASED VERNACULAR THAT ENHANCED FAN ENGAGEMENT, DROVE SOCIAL ADVOCACY AND ACHIEVED RECORD-BREAKING TICKET SALES.
  • 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 :
    FILM HAS THE INCREDIBLE POWER TO MAKE US FEEL. SINCE THE GREAT DEPRESSION, MOVIES HAVE BEEN A CULTURAL VEHICLE FOR ESCAPISM AND A QUEST FOR MEANING. BUT WITH 12 OF THE 20 TOP GROSSING FILMS AT THE AUSTRALIAN BOX OFFICE BASED ON FAMILIAR STORIES, POPULAR NOVELS AND SEQUELS TO OTHER FILMS, AUSTRALIANS HAVE A STRONG DESIRE TO KNOW HOW A FILM IS GOING TO MAKE THEM FEEL BEFORE THEY SEE IT. WITHIN THIS INSIGHT LAY THE CHALLENGE AND OPPORTUNITY. 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.
  • THE EXECUTION :
    WE ALL FEEL THE SAME BASIC EMOTIONS, FEAR, ANGER, SURPRISE, DISGUST, SADNESS AND HAPPINESS. AND NO MATTER WHERE YOU ARE FROM YOU DON'T JUST SEE A FILM, YOU FEEL IT. SO TO PROMOTE THE MELBOURNE INTERNATIONAL FILM FESTIVAL WE CREATED MOVIE TRAILERS THAT SPOKE A UNIVERSAL LANGUAGE. THE EMOTIONAL TRAILER. USING THE UNIVERSAL LANGUAGE OF EMOTION, WE CREATED A CUSTOM MADE EMOTION SIMULATOR TO EXPERIENCE THE EMOTIONAL JOURNEY OF EVERY FILM AT THE FESTIVAL. 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, ALLOWING PARTICIPANTS TO FEEL 6 KEY HUMAN EMOTIONS CONDENSED INTO 1 MINUTE - PEOPLE COULD LITERALLY FEEL THE FILM BEFORE THEY SAW IT.
  • THE RESULT :
    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: - THE 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 NO.1 ATTRACTION AT THE FESTIVAL.