2012 Winners & Shortlists

Results and Effectiveness

As a result of the 2 weeks "blitz", DIFF saw a 32% increase in tickets revenues from 2010. User engagement with their digital assets was fantastic with significant increase in traffic by 87% on the DIFF website & 62350% in mobile site From the ad campaign, DIFF saw 6,000+ Facebook Likes, 770 social shares, 92,000+ video views.

Creative Execution

To disrupt and influence the consumer's decision,within a period of 2 weeks leading to DIFF, a digital media ‘blitz’ was activated to create engagement with DIFF content through rich media across mobile and online networks, maximising scale and driving cost effiency. We also syndicated DIFF video content across multiple touchpoints including movie sites, social channels and film blogs. In addition, further efficiency was driven through paid search presence and use of social ads on leading platforms such as facebook. Each element drove to DIFF's various digital assets-website, facebook, mobile site, youtube-all interlinking together to build social scale and to entice the audience to interact with DIFF. Most importantly, direct booking of cinema tickets took place, hence converting the audience into actual sales for DIFF. The final ‘showcase’ event culminated in a regional media first: We activated a LIVE streaming of the Red Carpet Arrival of the Stars at DIFF, Gala Function and World Premiere of Mission Impossible 4 via the DIFF’s own YouTube channel.

Insights, Strategy and the Idea

Since its inception in 2004, Dubai International Film Festival (DIFF) has served as an influential platform for filmmakers and talent at an international level by spearheading the cinema movement. Our objective was to boost average cinema occupancy from the 2010’s 60% mark. In addition, the festival needed to raise its profile against a cluttered regional festival landscape (Abu Dhabi, Qatar Tribeca). Usually consumers researched their cinematic viewing options months in advance of a film being released at the cinema. However research showed us that the final decision on which film to actually watch is made a week before or even the same day of visiting the cinema. This gave us a key period of 2 weeks to disrupt and influence their decision.