Description
The Problem: Cinema Nouveau have a niche, but loyal audience. This audience however, was getting older and they needed a Big Idea to make the brand relevant to a younger demographic.
Our Insight: Rather than reading reviews, most movie-goers prefer to hear what their friends thought about a particular movie before choosing to go and see it.
The solution: We decided to give them a platform to express their opinion on movies that they have seen. Using the 2012 Academy Awards as a rallying point, we launched “Oscar Buzz” to get film buffs talking to one another. Using Twitter as our primary platform, movie-goers were invited to share their opinions through a “140 character” review of any Oscar nominated film. Reviewers were incentivised, not only by the main prize of a trip to Cannes, but also by having their review immortalised on an Oscar nominated film poster.
This professional campaign titled 'Oscar Buzz 2012' was published in South Africa in February, 2012. It was created for the brand: Cinema Nouveau, by ad agency: TBWA. This Digital medium campaign is related to the Recreation, Leisure industry and contains 1 media asset. It was submitted almost 12 years ago.
Credits
Advertising Agency: TBWA\Hunt\Lascaris, Cape Town, South Africa
Creative Directors: Siraaj Petersen, Stephen Roth
Art Directors: Stephen Roth, Siraaj Petersen, Jessica Rohrer
Copywriter: Dylan Rohleder, Spicer de Villiers
Illustrator: Stephen Roth
