Media > Use of Media
RUBBISH FILM FESTIVAL
SAATCHI & SAATCHI, Auckland / TELECOM NEW ZEALAND / 2006
Awards:
Overview
Credits
Overview
Audience
The Rubbish Film Festival was uniqe in the history of the Internet. It was the first online mobile phone film festival, withover 900 competitors being attracted to the ease and accessibility of entry.
CommunicationGoal
To create a buzz around video-capable mobiles, we created The Telecom Rubbish Film Fest, scouring the country for the most crap mobile films we could find, then put them on the Internet.
Effectiveness
The result was a massive success, with over 1 million site visits and nearly 1,000 films submitted during the month-long promotion. This equates to 1 film for every 25 video-capable handsets in New Zealand.
Implementation
Users were required to shoot their own 20 second films using 027 mobile phones and then upload the films to www.rubbishfilmfest.co.nz. This is where the public could view and votes for their favourite films. A panel of industry experts then judged the category prize winners and best overall entry.
MediaStrategy
The campaign was supported by televion and press, with a big push coming from our viral agents.Viral activity included infiltration of blogs and chat rooms, roaming operatives with video-capable mobiles at schools, malls and around town adn teams creating 'rival' sites featuring alternative 'edgier' content.
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