Campaign details

Brand: Melbourne International Film Festival
Brand Owner: Melbourne International Film Festival
Lead Agency: McCann Melbourne
Country: Australia
Industries: Film, movies
Media Channels: Cinema, Direct marketing, Events & experiential, Mobile & apps, Online video, Outdoor, out-of-home, Radio, Social media, Word of mouth, advocacy
Budget: Up to 500k

Executive summary

The 2016 Melbourne International Film Festival was the Festival's biggest year ever, in terms of ticket sales. It was a historical achievement, made more impressive by the degree of difficulty. Not only did the campaign have to beat the record performance on the 2015 Festival, membership churn numbers would mean that the target had to be hit by drawing a brand new audience to the Festival.

To achieve that, we needed to create a campaign that didn't focus simply on ticket sales; a whole new language was created around selling future memories, and Melbournians came out in record numbers to buy them.

Market background and objectives