Brief: get people more closely involved with the Dutch Film Festival and make the event more 'for everyone'.

Insight: With the Dutch Film Festival as the client, we had access to a range of established Dutch film actors. There was a limited budget but by creating a high risk, innovative concept and not a traditional TV campaign, maximum value was created in earned media and PR.

Idea: A live feature film, directed by the audience.

The live event was an experiment in live filmmaking, with direct influence by the Dutch audience who could direct the movie through Twitter, as if they were famous directors themselves.

A concept built around the idea that the best way to promote the film festival was to bring it as close as possible and make it an intense experience. Very relevant for a movie-loving audience.

The results:

- A world's first! Attracting attention from consumers and the international film industry

- Worldwide trending topic, beating the Olympics

- More than 500.000 euro in measured PR value

- Up to 150.000 visitors to the festival

Attract a new, younger audience to the Dutch Film Festival and make the perception of the festival more accessible. Research showed that the festival was considered an event for the rich and famous and not for everyone else.

- A world's first! Attracting attention from consumers and the international film industry

- More than 500.000 euro in measured PR value

- Worldwide trending topic, beating the Olympics

- More than 1 tweet per second during a 90 minute live feature (113 tweets implemented in movie)

- Up to 150.000 visitors to the festival, well within the target

July 2012: TV commercials, radio and online to fire up interest towards the event. A new pay-off was introduced: Your Films, Your Festival.

August 6, the live event: Twitter, live TV and a website for tablet and PC for the ultimate sofa experience. "Under Control" features a novelist wrongly accused of murder and locked in a psychiatric ward. The live movie setting was a former closed facility (for mental patients) with limited access only to the crew, actors and journalists.

August & september: TV, cinema, print and PR to maximise buzz afterwards, in anticipation of festival.

There was a limited budget but access to the best Dutch film actors. Also, the festival is open to innovative communication concepts, to reach an audience that may not be responsive to traditional messaging.

By giving people actual control over a live feature film, we literally activated our message (and pay-off): ‘Your Films, Your Festival’. Roughly 80% of the budget was allocated to production (owned media) and 20% to paid media. By creating a high risk, innovative concept and not a traditional TV campaign, maximum value was created in earned media and PR.