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Ozometer by Play
The campaign was created to celebrate Foster's famous ‘No Worries’ attitude. In creating the campaign, Play searched for some of Britain’s most, and least, ‘No worries’ people, celebrities and places. More on Play's award winning campaign.What does it all mean?
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Cinema continues to exist as an unrivalled experience for consumers the world over. As an entertainment medium it has lost none of its ability to stimulate, create wonder and inspire awe and as we have seen throughout this report, the internet is able to introduce and extend this experience in a rich and engaging manner.
Each film is its own brand, providing a new set of brand guidelines to be explored. It has its own objectives and no one definitive set of approaches will work across the board. Individual movies should be interrogated as distinct products as disparate in comparison to one another as a pair of Levis or packet of Kelloggs Cornflakes. Some of course need more nurturing than others to get people interested in the ‘unknown’.
The internet offers a number of channels and exciting methods to draw your audience in, but the fundamentals of marketing still apply. For example in your rush to embrace digital, traditional advertising principles should not be disregarded. A great starting point is working out what it is that the consumer wants. What is the insight we understand about this person and what will this release mean to them?
The internet will continue to play a massive part in the marketing of films in the future. The traditional four week marketing window has been extended thanks to the ability of online to build and maintain a buzz, but education is still required to raise awareness of the capabilities of online and how it should be most effectively used. Even though there has been a marqued change in attitudes towards digital, for many traditional film marketers technology is still a dirty word not helped by the piracy problem. It is easy to take for granted that everyone understands digital, when it simply isn’t the case.
Many marketers are still only thinking of online as a direct response medium and simply measure click-through. Consumers do not appreciate their online journeys being interrupted by being asked to click away from the page they have chosen to visit. Online is a proven brand building medium and for film brands sometimes it’s just enough to be visible.
Several creatives with whom we spoke to in the writing of the report raised concerns that aside from a few exceptions, marketers are still not using online to its full extent. Yes, the internet is another broadcast channel and showing a trailer is extremely effective, but if your display advertising becomes formulaic - over-relying on a trailer streamed through an expandable MPU for example - its impact may be lessened. It is important to strive to give your consumer something they haven’t seen before. Display is the minimum that should be used, because as we have seen throughout this report the versatility of the online medium means it is capable of so much more.
The best film campaigns we have seen in the last 12 months have begun with the client, creative and media agencies all feeding into the planning process at the same time.
Although logistically this cannot be the case on every campaign, in terms of best practice, it is something that should be aspired to.
As the gathered experts at the Microsoft Advertising roundtable noted, more films are being made than ever before and achieving cut-through with the consumer is a big challenge for film brands. “Marketing a summer movie is a bit like choosing the right outfit for a porn convention: in a crowd of exhibitionists, it takes real creativity to stand out,” is the way Rebecca Winters Keegan of Time.com phrased it. With online at the heart of your campaigns providing creativity alongside tried and tested traditional channels you can ensure that you film is the best dressed, or undressed, at the convention.
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Each film is its own brand, providing a new set of brand guidelines to be explored. It has its own objectives and no one definitive set of approaches will work across the board. Individual movies should be interrogated as distinct products as disparate in comparison to one another as a pair of Levis or packet of Kelloggs Cornflakes. Some of course need more nurturing than others to get people interested in the ‘unknown’.
The internet will continue to play a massive part in the marketing of films in the future. The traditional four week marketing window has been extended thanks to the ability of online to build and maintain a buzz, but education is still required to raise awareness of the capabilities of online and how it should be most effectively used. Even though there has been a marqued change in attitudes towards digital, for many traditional film marketers technology is still a dirty word not helped by the piracy problem. It is easy to take for granted that everyone understands digital, when it simply isn’t the case.
Many marketers are still only thinking of online as a direct response medium and simply measure click-through. Consumers do not appreciate their online journeys being interrupted by being asked to click away from the page they have chosen to visit. Online is a proven brand building medium and for film brands sometimes it’s just enough to be visible.
Several creatives with whom we spoke to in the writing of the report raised concerns that aside from a few exceptions, marketers are still not using online to its full extent. Yes, the internet is another broadcast channel and showing a trailer is extremely effective, but if your display advertising becomes formulaic - over-relying on a trailer streamed through an expandable MPU for example - its impact may be lessened. It is important to strive to give your consumer something they haven’t seen before. Display is the minimum that should be used, because as we have seen throughout this report the versatility of the online medium means it is capable of so much more.
The best film campaigns we have seen in the last 12 months have begun with the client, creative and media agencies all feeding into the planning process at the same time.
As the gathered experts at the Microsoft Advertising roundtable noted, more films are being made than ever before and achieving cut-through with the consumer is a big challenge for film brands. “Marketing a summer movie is a bit like choosing the right outfit for a porn convention: in a crowd of exhibitionists, it takes real creativity to stand out,” is the way Rebecca Winters Keegan of Time.com phrased it. With online at the heart of your campaigns providing creativity alongside tried and tested traditional channels you can ensure that you film is the best dressed, or undressed, at the convention.
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