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  • SUB CATEGORY :
    BEST USE OF USER GENERATED CONTENT
  • COMPANY ENTERING :
    MCCANN MELBOURNE, MELBOURNE
  • ENTRY TITLE :
    MADE FROM MEMORY
  • BRAND :
    MELBOURNE INTERNATIONAL FILM FESTIVAL
  • ADVERTISER :
    MELBOURNE INTERNATIONAL FILM FESTIVAL
  • AGENCY :
    MCCANN MELBOURNE, MELBOURNE
  • MANAGING DIRECTOR :
    ADRIAN MILLS
  • CHIEF CREATIVE OFFICER :
    PAT BARON
  • EXECUTIVE CREATIVE DIRECTOR :
    MATT LAWSON
  • COPYWRITER :
    CHESNEY PAYET
  • SENIOR WRITER :
    CHARLES BAYLIS
  • ART DIRECTOR :
    COREY THORN
  • ACCOUNT DIRECTOR :
    ALEX HAIGH/EMMA VAN DEN BERG
  • SOCIAL DIRECTOR :
    CHRIS BAKER
  • HEAD OF BROADCAST :
    VICTORIA CONNERS
  • AGENCY PRODUCER :
    SIMONE GREENTREE
  • FILM PRODUCTION COMPANY :
    AIRBAG PRODUCTIONS, MELBOURNE
  • MANAGING PARTNER :
    ADRIAN BOSICH
  • DIRECTOR :
    STEPHEN MCCALLUM
  • CO-DIRECTOR/TALENT :
    KEITH GROVE
  • D.O.P/CINEMATOGRAPHER :
    ADAM HOWDEN
  • FILM PRODUCER :
    JOHANNA RAYNER
  • EDITOR :
    GRAEME PEREIRA
  • ONLINE EDITOR :
    NICK WRIGHT
  • COLORIST :
    CJ DOBSON
  • SPECIAL EFFECTS COMPANY :
    BIG PHOTOGRAPHIC LTD, MELBOURNE
  • PRODUCER :
    ALASTAIR COE
  • ILLUSTRATOR :
    ADRIAN JOHNSON
  • SOUND PRODUCTION COMPANY :
    FINAL SOUND, MELBOURNE
  • SECOND PRODUCTION COMPANY :
    TRIPLE R
  • SOUND DESIGNER :
    PAUL SHANAHAN
  • AUDIO POST PRODUCER :
    LAURA HESSE
  • MUSIC COMPOSER :
    PAUL SHANAHAN
  • CAMPAIGN SUMMARY :
    MELBOURNE INTERNATIONAL FILM FESTIVAL (MIFF) SHOWCASES FILMS THAT LEAVE A LASTING IMPRESSION - FILMS THAT STAY WITH YOU.
    FOR THE 65TH ANNIVERSARY OF THE FESTIVAL, WE DECIDED TO PROVE THIS INSIGHT BY ASKING A FAN TO RE-CREATE THEIR FAVOURITE SCENE, COMPLETELY FROM MEMORY. USING A SOCIAL MEDIA PROMOTION WE SELECTED ONE FAN TO WRITE, DIRECT, SCORE AND STAR IN HIS OWN
    RE-CREATION OF A FILM HE SAW AT THE FESTIVAL ONCE 16 YEARS AGO.
    HIS JOURNEY CREATED CONTENT THAT WAS FOLLOWED IN REAL TIME AND THE MAKING OF WAS CAPTURED IN THE SHORT FILM “THE MAKING OF A MEMORY”. THIS CONTENT WAS PUBLISHED ON SOCIAL MEDIA, TARGETING FILM FANS AND EXISTING MIFF MEMBERS. PEOPLE SHARED THE USER-GENERATED CONTENT SPREADING THE FESTIVAL'S BRAND MESSAGE.
    THE FILM PREMIERED AT THE FESTIVAL’S OPENING NIGHT TO A CROWD OF CELEBRITY ACTORS, DIRECTORS AND STARS. THIS NEW TYPE OF BRANDED CONTENT “THE REMEMBERED REMAKE” DEMONSTRATED THE POWER OF MIFF FILMS, AND GOT A NEW AUDIENCE OF FANS BOOKING FESTIVAL TICKETS TO CREATE THEIR OWN FUTURE MEMORIES.
  • THE BRIEF :
    MIFF OFFERS A UNIQUE AND EMOTIONALLY INTENSE CINEMA GOING EXPERIENCE THAT YOU REALLY NEED TO FEEL TO UNDERSTAND. THESE ARE MORE THAN JUST FILMS; THESE ARE 'FILMS THAT STAY WITH YOU'.
    WE HAD TO CREATE A CAMPAIGN THAT BROUGHT THIS CREATIVE PLATFORM TO LIFE AND GAVE NEW FANS A REASON TO BOOK TICKETS TO THIS YEAR'S FESTIVAL. MEASURABLE OBJECTIVES: 1) GROW ATTENDANCE – ATTRACT NEW AUDIENCES 2) INCREASE FREQUENCY – GET FANS TO SEE MORE FILMS MORE OFTEN 3) DRIVE CONVERSATIONS ABOUT MIFF ONLINE AND OFFLINE
  • THE STRATEGY :
    WE HAD TWO SPECIFIC TARGET AUDIENCES; PRIMARY TARGET – MIFF FANS WHO PRIDE THEMSELVES ON BEING THE FIRST TO SEE THE LATEST AND MOST UNUSUAL FILMS FROM AROUND THE WORLD. SECONDARY TARGET – PEOPLE WHO HAVE NEVER ATTENDED MIFF BUT ARE OEPN TO NEW EXPERIENCES. WE DECIDED ON A TWO-PHASE CAMPAIGN - FIRSTLY, LAUNCH A PROMOTION THAT WOULD REACH OUR PRIMARY FANS TO ENSURE THEIR ATTENDANCE. THEN ACTIVATE THEM AS ADVOCATES FOR THE FESTIVAL TO RECRUIT OUR SECONDARY AUDIENCE. WE IDENTIFIED SOCIAL MEDIA AS A KEY CHANNEL FOR THESE AUDIENCES WHEN LEARNING AND SHARING NEWS ABOUT UPCOMING FILM EVENTS. ALL CONTENT WAS PUBLISHED ON SOCIAL MEDIA, TARGETING FILM FANS.
  • THE EXECUTION :
    THE CAMPAIGN LAUNCHED WITH EDMS AND SOCIAL POSTS TO THE FESTIVAL'S EXISTING FAN BASE. TO REINVIGORATE THEIR INTEREST IN THE FESTIVAL WE ASKED THEM FOR THEIR STRONGEST AND FAVORITE FILM MEMORIES FROM PREVIOUS FESTIVALS. WE THEN ANNOUNCED A SOCIAL PROMOTION THAT INVITED PEOPLE TO SUBMIT MEMORIES TO HAVE THEM TURNED INTO A SHORT FILM. ONE MEMORY WAS SELECTED.
    USING A PRODUCTION COMPANY'S EQUIPMENT, OUR WINNER THEN BEGAN REMAKING HIS FAVOURITE SCENE FROM MEMORY. THIS JOURNEY WAS FILMED AND USED AS ONLINE CONTENT - DIRECTING USERS TO BOOK THEIR FUTURE MEMORIES.
  • THE RESULT :
    DURING THE CAMPAIGN OVER 22,000 FILM FANS SHARED THEIR MEMORIES ONLINE, MAKING 2016 THE MOST SUCCESSFUL YEAR IN THE FESTIVAL'S HISTORY. 500,421 TICKETS WERE SOLD, A 15% INCREASE FROM THE PREVIOUS YEAR.