Title	CINEMA BILLBOARD
Brand	ATLANTIC GRUPA
Product/Service	CORPO/MOVIE FESTIVAL
Category	B09. Use of Print or Outdoor
Entrant	ATLANTIC GRUPA Zagreb, CROATIA
Idea Creation	CREATIVE DISORDER Belgrade, SERBIA
Media Placement	PRO MEDIA GROUP ZAGREB, CROATIA

Name	Company	Position
Andreja Nježić & Ivan Janičić	Creative Disorder	Creative directors

The Campaign

We donated our own media space to promote the partnership with movie festival in way the movie festival needs it the most - the screen for movie streaming. We removed our ads from a billboard and used white screen below to project a movie on. So a movie from the festival could be simultaneously broadcast on the billboard. It was the first billboard ever that promoted a film festival by becoming a cinema screen.

Campaign Success

To promote the partnership with movie festival, we used the same billboard to promote and to execute the campaign on. As part of campaign, we first launch the teaser phase to announce the movie projection, using one billboard to promote itself "See you on 17th of August". Launch of our campaign was on 17th of August, actually the night of simultaneous movie projection where all passers by were welcomed to participate. The reveal phase was launched after the projection -thanking and informing the citizens of Novi Sad that this is the billboard that they all willingly looked at for more than one hour and a half.

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

A billboard that people looked at willingly for longer than 90 minutes.

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

We donated our own media space to promote the partnership with movie festival in way the movie festival needs it the most – providing the screen for movie streaming. We removed our ads from a billboard and used white screen below to project a movie on. So a movie from the festival could be simultaneously broadcast on the billboard. It was the first billboard ever that promoted a film festival by becoming a cinema screen.

For the billboard projection, we targeted city of Novi Sad, cultural capital of Serbia, carrying both the promo campaign and the execution on single one outdoor billboard (teaser, launch and reveal campaign phases). On the night of movie projection, all the passers by were welcomed to participate and enjoy the spirit of movie festival in their own city. But the whole project has much higher impact - because movie projection in Novi Sad was one of the 5 regional cities where simultaneous movie projections were enabled by our company, bringing the movie festival to the whole region.