B04. TRAVEL, ENTERTAINMENT, LEISURE & RETAIL, INCLUDING E-COMMERCE AND RESTAURANTS
Entrant Company
FCB SPAIN Madrid, SPAIN
Advertising Agency
FCB SPAIN Madrid, SPAIN
Credits
Name
Company
Position
Pedro Soler
FCB Spain
Executive Creative Director
Manuel López
FCB Spain
Head Of Strategy
Joao Freitas
FCB Spain
Creative Director
Peio Azkoaga
FCB Spain
Copywriter
Beatriz Moliz
FCB Spain
Art Director
Creative Execution
Internet has provided movie fans a tribune to express themselves and this is why they so internet-active. But there is one night where all of them gather in front of the old TV show screen: The Oscar’s Night. This is why CANAL+ started the campaign during the ceremony’s transmission, and then continued i ton the internet, as this was the perfect spot to engage with their audience and make them part of the history.
CANAL+ Youtube Channel view augmentated more than 600%. More than 1000 fans shared the campaign on Facebook. The campaign had more than 1.5 million impacts on Twitter. The average time on the site was 3 minutes. The rebound rate of leavewilhemalone.com was only of 42% movie fans spent more than 540 hours in the web. More than 1,000 screams were donated. And, most importantly, the number of CANAL+ subscribers increased in more than 6% during the campaign running time.
CANAL + was the first Spanish TV platform specialized in cinema. But similar platforms showed up in recent years. As a consequence, CANAL+ needed to defend its position, connecting with its audience. Fortunately, there is a perfect place to establish that connection: at the place where movie fans are more active: the Internet.
THE IDEA
The story of Linda Dotson narrates the feeling caused on the widow of the creator of, what is known in the cinematographic industry as, "The Wilhem Scream". The CANAL+ campaign aim was to create alternative screams to the Wilhem scream to use in the industry, so Linda, who couldn’t watch movies because she was always reminded her of her widowed husband when watching films, could watch movies again.