Title | BAD MOVIE INDEX |
Brand | DRAKEN FILM |
Product/Service | STREAMIN TELEVISION |
Category |
A01. Data-enhanced Creativity |
Entrant
|
FORSMAN & BODENFORS Gothenburg, SWEDEN
|
Idea Creation
|
FORSMAN & BODENFORS Gothenburg, SWEDEN
|
Media Placement
|
FORSMAN & BODENFORS Gothenburg, SWEDEN
|
PR
|
FORSMAN & BODENFORS Gothenburg, SWEDEN
|
Production
|
F&B INHOUSE Gothenburg, SWEDEN
|
Post Production
|
SIMMA LUGNT Gothenburg, SWEDEN
|
Credits
Leo Dal |
Forsman & Bodenfors |
Art Director |
Karl Risenfors |
Forsman & Bodenfors |
Art Director |
Sophia Lindholm |
Forsman & Bodenfors |
Art Director |
Hampus Elfström |
Forsman & Bodenfors |
Copywriter |
Martin Joelsson |
Forsman & Bodenfors |
Designer |
Cilla Pegelow |
Forsman & Bodenfors |
Client Director |
Ewa Edlund |
Forsman & Bodenfors |
Account Executive |
Bjarne Darwall |
Forsman & Bodenfors |
PR-Strategist |
Daniel Sjöstrand |
Forsman & Bodenfors |
Planner |
Peter Gaudiano |
Forsman & Bodenfors |
Web Strategist |
Anders Mattsson |
KnowIt |
Back-end developer |
Jonas Quant |
Freelance |
Music |
Why is this work relevant for Creative Data?
At the core of the idea is the world’s first ever-changing price for a streaming service—and it was all possible through the creative and unexpected use of data. Data, that we gathered from the competitors, laid the foundation for the whole campaign and the price itself.
Background
Today, people watch more movies than ever before. There are more streaming services, more subscriptions, and more content. Unfortunately, quality often comes as the expense of quantity. Draken Film, Sweden’s leading streaming service for quality cinema, wanted to do something about it and help more people discover film outside the mainstream.
Describe the Creative idea / data solution (20% of vote)
To help more people to discover quality film, we created The Bad Movie Index - a constantly changing membership price on Draken Film that gets lower, the more bad movies people watch on the biggest platforms. By using an API, we collected data from the streaming giants’ top lists in real-time. We then calculated their ratings on IMDB and Rotten Tomatoes, which set the ever-changing price. On the website, everyone could easily follow the fluctuating index. We then spread our message with film, social, print, and PR, helping people across the globe to see the best time to invest in quality film (or not).
Describe the data driven strategy (30% of vote)
The strategy centered on a data-driven approach that was possible through an API collecting data from the stream giants’ top lists in real-time, such as Netflix, HBO Max and Disney+. It then calculates
The movies’ ratings on reviews sites including IMDB and Rotten Tomatoes. On the website BadMovieIndex.com we tracked this data in real time showing the ever-changing membership price.
Describe the creative use of data, or how the data enhanced the creative output (30% of vote)
Using the API, we were able to learn about movie-watching behaviors all across the globe. Therefore, the data enabled us to build the campaign around these exact behaviors and help people find the best time to invest in Draken Film.
List the data driven results (20% of vote)
The campaign went live October 1st, so there are no tangible results to mention yet. But Draken Film has received an 18% increase in memberships compared to last year. The purpose for this campaign was also long-term brand building and awareness for Draken Film, which the campaign has succeeded with so far as it has been covered in media, news and film forums worldwide.