MARINA, RECLAIM THE NAME OF SHAME
| Title | MARINA, RECLAIM THE NAME OF SHAME |
| Brand | EYEWORKS |
| Product/Service | MOTION PICTURE |
| Category |
C06. PUBLICATIONS & MEDIA |
|
Entrant Company
|
THESE DAYS Y&R Antwerp, BELGIUM
|
|
Advertising Agency
|
THESE DAYS Y&R Antwerp, BELGIUM
|
|
Production Company
|
EYEWORKS Zaventem, BELGIUM
|
Credits
| Sam De Volder |
These Days Y&R |
Executive Creative Director |
| Mateusz Mroszcak |
These Days Y&R |
Creative Director |
| Annelies Rongé |
These Days Y&R |
Art Director |
| Raf De Smet |
These Days Y&R |
Copywriter |
| Sabrina Jansen |
These Days Y&R |
Account Manager |
| Carla Wauben |
These Days Y&R |
Project Manager |
| Roel Vanderauwera |
These Days Y&R |
Project Manager |
| Jeroen Haijen |
These Days Y&R |
Ux Designer |
| Stijn Van Minnebruggen |
These Days Y&R |
Lead Frond/End Developer |
| Veerle Struyf |
These Days Y&R |
Back/End Developer |
| Michiel Bogaert |
These Days Y&R |
Back/End Developer |
| Olivier Berger |
These Days Y&R |
Front/End Developer |
| Karen Vranken |
These Days Y&R |
Senior Designer |
| Jorian Vanvossel |
These Days Y&R |
Content/Social Marketeer |
| Kathy Van De Gaer |
These Days Y&R |
Online Producer |
| Lieven Eulaers |
These Days Y&R |
Online Producer |
| Tim Kaelen |
These Days Y&R |
Online Producer |
| Gio Canini |
These Days Y&R |
Ceo |
| Peter Bouckaert |
Eyeworks |
Ceo |
| Ans Brugmans |
Eyeworks |
Producer |
The Brief
50 years after singer Rocco Granata scored a monster hit with the song 'Marina', a movie
was created based on his life. The movie had to be named Marina. In the 60's the
song was so popular, many parents called their baby daughter Marina. But in the 90's everybody started using
the same name to define a trashy bimbo. The name was even included in the dictionary as an insult. To launch the movie and get rid of the negative connotation of it's title we decided to clear the name of 6000 Marinas once and for all.
Creative Execution
To promote the movie we needed to go beyond the classic promotion for movies and find a
way to involve the audience emotionally. We targeted all Belgian Marina's as they would have the most involvement and could potentially serve as spokeswomen and create free publicity
Almost everyone knows a Marina in their immediate environment (a mother, an aunt, a neighbour). In order reclaim their name, all Marina's would need to involve friends and family as well as their community. While everyone got involved, the movie 'Marina' was freeriding on the PR buzz.
Describe the creative solution to the brief/objective.
To firestart the campaign we addressed all Belgian women named Marina. We asked singer Rocco Granata to write a letter to every single Marina in the country. The letter stated that Marina is a beautiful name and that it deserves to be rehabilitated. Marinas and their families could join the online petition to strike out the name from the dictionary. Moreover we composed a team of Marinas whose objective it was to show the big public the prejudice against someone named Marina was unfair and wrong. Our objective was to raise attention for the name and the movie Marina.
Results
All national newspapers (print/online) gave our Marina's a chance to speak, which enabled us to reach out to 627.053 readers. Our Marina's shared their story on radio during a full 8 minutes prime-time, reaching 1.100.000 listeners.
The website hit 50.000 unique visitors. We organized a 15 min. debate on prime-time television about the name Marina. 1/3 of Flemish households (790.641 viewers) saw Marina's debating confidently and intelligently.
In the End, the movie was more popular than its blockbuster competitors with over 500.000 visitors, more than doubling the expected 200.000 visitors. The production budget was 12.000€