2013 Winners & Shortlists

FILM PERSONALITY TEST

BrandTHE DUBAI INTERNATIONAL FILM FESTIVAL
Product/ServiceFILM FESTIVAL
EntrantLEO BURNETT DUBAI, UNITED ARAB EMIRATES
CategoryNEW PRODUCT LAUNCH/RE-LAUNCH
Entrant Company LEO BURNETT DUBAI, UNITED ARAB EMIRATES
Advertising Agency LEO BURNETT DUBAI, UNITED ARAB EMIRATES

The Brief

The Dubai International Film Festival (DIFF) showcases everything from independent and regional short films, to cultural features and international blockbusters. Last year attendance rates were lower than expected with people preferring mainstream movies at the cinema than attend the festival. People were not relating to DIFF. And we had to convert these cinemagoers into festivalgoers.

Describe how the promotion developed from concept to implementation

The truth about film is that everyone sees it differently. And we wanted to use this problem of perception to our advantage. Inspired by this, we teamed up with acclaimed Clinical Psychologist Dr. Raymond Hamden to create: 'The DIFF Film Personality Test'. A series of credible Inkblots developed to build interest for the festival based on genuine film-related psychometric results. What people interpreted determined the film genre they may be interested in before the festival actually begins. Campaign touch points then allowed people to either take the test or be directed to a list of films, based on their interpretations, for which they could buy tickets for well in advance.

Describe the success of the promotion with both client and consumer including some quantifiable results

The campaign succeeded in changing people’s perceptions and behaviour towards the festival - recording a record number of festivalgoers and ticket sales in the history of the event. - Record number of ticket sales with attendance up 35% - Total package sales up 88% - Student attendance up 50% - Facebook/Twitter fans doubled to 34,765 & 30,861 - DIFF website received over 100% unique visits - DIFF mobile site received over 950% unique visits - DIFF YouTube Channel receiving 1,150,400 views compared to 160,000 views from last year. Almost 10 times more than the previous year.

Explain why the method of promotion was most relevant to the product or service

Dubai is home to a large portion of cinemagoers who are entertainment-driven. Last year, people were still preferring to watch mainstream movies at the cinema than attend the festival. Our strategy for 2012 was simple: "convert these cinemagoers into festivalgoers". We had to adopt a new strategy of engaging with new audiences outside the traditional media that DIFF had over-focused on since its inception. 1/ TVC 2/ Press & Outdoor Posters 3/ DM Packs released 4/ Cinema Activation (Film Personality Test) at Mall of Emirates 5/ Instagram Competition 6/ YouTube (Film Personality Test)

Credits

Name Company Role
Bechara Mouzannar Leo Burnett Chief Creative Officer
Peter Bidenko Leo Burnett Regional Executive Creative Director
Nabil Rashid Leo Burnett Creative Director
Rafael Augusto Leo Burnett Senior Art Director
Sunny Deo Leo Burnett Senior Copywriter
Haytham Lamah Leo Burnett Arabic Copywriter
Lara El Barkouki Leo Burnett Account Supervisor
Nadia Bedaywi Leo Burnett Account Executive
Julia Schmutzler Leo Burnett Agency Producer
Dan Newton Leo Burnett Agency Producer
Lana Chukri Leo Burnett Junior Designer
Farah Nehme Leo Burnett Junior Designer
Hind Al Nafisi Leo Burnett Junior Designer
Mahdy Abdelrahman Leo Burnett Junior Designer
Maysoun Hanna Leo Burnett Planner