BAD MOVIE INDEX

Short List
TitleBAD MOVIE INDEX
BrandDRAKEN FILM
Product/ServiceSTREAMIN TELEVISION
Category D02. Challenger Brand
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
Name Company Position
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

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 (30% 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 strategy (20% 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 execution (20% of vote)

We created a fully integrated campaign with film, social, print, online and PR. All work directed to badmovieindex.com where people could follow the fluctuating index and sign up. To help people find the best time to sign up, we turned Draken Film’s programming team into streaming analysts that shared reports on the latest movie markets trends and its effect on the index. Then we gave people handy tips when the price was so low they could make a good deal, but also warning them when the price was skyrocketing. No matter the asset, we reminded people that today might be a great day for their future film life (or not).

List the results (30% 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.

Please tell us about how the work challenged / was different from the brands competitors

The long-term expectations was to increase new memberships but also to strengthen Draken Films’ position as a champion and protector of high quality cinema. In a streaming world that is incredibly competitive with a few major big players (Netflix, Disney+, Amazon Prime, HBO Max and Apple TV), the goal was to build a campaign around breath and diversity without being snobby and pretentious. 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.