Title | BAD MOVIE INDEX |
Brand | DRAKEN FILM |
Product/Service | STREAMIN TELEVISION |
Category |
C01. Use of Social / Digital Platforms |
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 Direct?
The Bad Movie Index is a fully integrated campaign that centers on the main touchpoint of the brand: the streaming platform. By using something as simple as the price, we made it incredibly clear what the brand and the product is all about: high quality cinema. On social, 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).
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. On social, 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 1 October, so there are no tangible results to mention yet. But even in this short time, we manage to get a 6% increase above the set goal for Draken Film memberships. The purpose is also long-term brand building and attention for Draken Film, which the campaign has succeeded with so far.