| Title | MENTAL MOVIE |
| Brand | VAATA FILMI |
| Product/Service | HORROR COMEDY FILM |
| Category |
A04. Use of Outdoor |
|
Entrant Company
|
NEWTON MARKETING Tallinn, ESTONIA
|
|
Advertising Agency
|
NEWTON MARKETING Tallinn, ESTONIA
|
Credits
| Madis Ots |
Newton |
Creative Director |
| Madis Ots |
Newton |
Copywriter |
| Mihkel Mäemat |
Newton |
Designer |
| Rivo Räim |
Newton |
Account Executive |
| Ivo Kallasmaa |
Dalton |
Public Relations |
| Maikki Mõtlep |
Mediabroker |
Media |
Brief Explanation
“Tusk” is a movie with a truly sick storyline - a maniac wants to surgically transform a young podcaster into a walrus.
As it was very much a niche movie, expectations regarding the box office were low, as was the budget - a nearly non-existent 1500 € in total.
Maximising the amount of earned media was therefore essential.
Results and Effectiveness
Within a couple of days the ad made the news over a dozen times, amplified by immense attention and support by social media.
Thus the slim budget was virtually multiplied and the single ad and the niche movie became ‘talk of the day’ across the country.
Creative Execution
We had only one shot with only one billboard.
A busy street on the corner of the best-known psychiatric hospital in the country was the perfect site and an ideal match for the creative idea - a celebrity psychiatrist giving the movie a spot on diagnosis, “A truly mental movie”.
Insights, Strategy and the Idea
Estonia is a country with a population of only 1,3 million.
When we subtract those who don’t go to the movies at all and those who do but aren’t horror fans, we’re left with a microscopic target audience of 15-30-year-olds with a very particular taste.
As a result, super precise targeting was of vital importance.