Social and Influencer > Social
DDB GROUP NEW ZEALAND, Auckland / RIALTO CHANNEL / 2014
Overview
Credits
Execution
The Shopping Shop website featured the stars of the film and all the shoplifted items from the movie. In a two-hour LIVE online event, our audience placed bids via text and Twitter. They also made special requests and engaged directly with the actors during the event, who responded to tweets in real time.
A fully integrated campaign with a 60” TV ad, online and social media, radio, street posters and extended PR coverage drove people to the LIVE event on our website.
Outcome
We turned a little known Kiwi film into a big deal:
• Our campaign reached 1.48 million New Zealanders (that’s one in three of the population).
• We reached almost half of NZ’s Twitter population.
• Viewers engaged with the live stream for an average of 7 minutes.
• We set a new benchmark for Kiwi film.
Strategy
The problem:
Our film was going to be on TV, but no one knew about it. We had won awards at film festivals around the world. But news of our success hadn’t reached back home to New Zealand. We needed to build an audience.
The insight:
This is a film about shoplifting, so we decided to sell stolen goods to the public.
We took all the stuff that was stolen in the film and sold it in real life.
The solution:
We created an online shopping channel: shoppingshop.co.nz, starring the movie’s lead actors. The public were able to bid on all the props from the movie in a two-hour LIVE online event.
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