Quirky milkshake brand Frijj wanted to re-engage with their target audience of males 16-24 by creating an association with film
Quirky milkshake brand Frijj wanted to re-engage with their 16-24 year old, male target audience by creating an association with film that would allow them to really connect with them and their interests. Cinema was the obvious vehicle and Digital Cinema Media set out to provide this target audience with something tangible that would encourage them to become involved with the campaign, rather than simply viewing an onscreen advertisement. DCM pin pointed contemporary, iconic films that have cult status amongst students as the creative platform for this campaign.
To connect with target audience and their interests.
DCM created the Frijj Film Festival, showcasing 26 cult films across London. The festival included a red carpet event with back-to-back screenings of The Lord of The Rings and entrance to each screening was completely free. Consumers could book their tickets and register their details through the Frijj Film Festival website, providing an excellent platform for data collection. A Frijj ad was shown before each screening to engage with the audience - film fans were encouraged to create & upload their own Frijj inspired blockbuster onto www.fourridgesmustbedestroyed.com
Ticket vouchers were downloaded in huge quantities with some Cineworld venues reporting 400% over-demand for the number of available seats.
These translated well into actual numbers of tickets claimed at the box office in person - the entire Lord of the Rings back-to-back marathon was a full house with 784 tickets distributed.
The campaign also incorporated an on-pack competition which gave away 15,000 Cineworld cinema tickets to people who entered through the website, encouraing further traffic and data collection - the website had 166,000 visits over 6 weeks.
All the activity surrounding this campaign created great exposure for Frijj and the fantastic results speak for themselves.
- Claimed purchase of Frijj went up by 43%
- 54% said it made them want to buy Frijj
- The view that Frijj is 'genuinely better than other brands' went up by 48%
- 31% of 16-34 year olds in London were aware of the event