Assignment Task :

WHAT IS THE CENTRAL PROBLEM OR OPPORTUNITY INFORMING THIS BRIEF? 

Is this campaign about changing behaviour, taking action, encouraging sign-ups or changing perceptions? 

CHANGING PERCEPTIONS

  • Sales of motion picture films are at an all-time low as digital has taken over as it is easier and cheaper to shoot. We need to make audiences and the film industry fall in love with film again - despite its higher cost and longer processing time

 PLEASE OUTLINE THE KEY BUSINESS AND MARKETING KPIs FOR THIS BRIEF?

Please include the numerical targets that this campaign to be measured against. 

  • Increase the sales of Kodak film stock by 30% for the next quarter. Traditional and social media mentions Kodak up 50% in the next 1 year. 

HOW WILL SUCCESS BE MEASURED AND OVER WHAT TIME FRAME?  

  • In the next 1 year: Media mentions, number of new feature films choosing to shoot on film rather than digital formats

WHAT IS THE SINGLE MOST IMPORTANT MESSAGE, PROPOSITION OR BENEFIT TO GET ACROSS DURING THIS CAMPAIGN? 

  •  The film is superior to digital for shooting CINEMA movies

WHO IS THE TARGET AUDIENCE FOR THIS BRIEF?

Please go beyond demographics where possible.  What demographic, psychographic, social groupings, attitudes, lifestyles etc. define this audience? 

  • AUSTRALIAN and Global Film Industry decision makers - especially key creatives such as Directors and Cinematographers, also producers - who have the most say in choosing what format new projects are shot on. 

WHAT DO WE WANT THE AUDIENCE TO THINK, FEEL AND DO AFTER SEEING & ENGAGING WITH THE COMMUNICATIONS? 

  • We want them to have an emotional and sentimental connection to the look of FILM, and to come back to shooting on film rather than digital. 

 

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  • Posted on : July 16th, 2019

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