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.
Digital advertisement created by TBWA, South Africa for Cinema Nouveau, within the category: Recreation, Leisure.