Target

Movie-goers who watch trailers on YouTube.

Insight

Everyone sees film differently. Like the Rorschach Inkblots; determining your personality from what you see.

Solution

The Film Personality Test. A new way of interpreting Inkblots; matching your personality with a specific film genre. Made credible by acclaimed Clinical Psychologist Dr. Raymond Hamden, now you could discover your film personality.

Users directed to video through print & DM. In five clicks, you got a trailer matching your personality with the option to buy tickets.

YouTube videos can be embedded on external social media websites, so was simple to take and easy to share. Generated PR in global news articles & popular blog spots.

We wanted to give everyone the opportunity to take the test. Since YouTube is the main hotspot for people to watch movie trailers, we gave them the chance to engage through a unique video test purposely designed for this medium. Once you enter, there are a total of five Inkblots. When the first appears, a series of words soon follow. You click on the word you think best represents the Inkblot, and then the video jumps directly to the second Inkblot.

After all five, and in just five clicks, you got your film genre preference and the trailer of a film you may be interested in watching at the festival with the option to buy tickets. Since YouTube videos can be embedded on external social media websites, the video test was simple to take and easy to share – meaning all your friends could watch your trailer without even taking the test.

10,200 packs were sent out to Trade/Media organisations and handed out at a cinema activation. The campaign succeeded in changing people’s perceptions and behaviour towards the festival

- Recording a record number of festivalgoers and ticket sales in the history of the event.

- Record number of ticket sales with attendance up 35%

- Total package sales up 88%

- Student attendance up 50%

- Facebook/Twitter fans doubled to 34,765 & 30,861 respectively

- DIFF website received over 100% unique visits

- DIFF mobile site received over 950% unique visits

- DIFF YouTube Channel receiving 1,150,400 views compared to 160,000 views from last year. Almost 10 times more than the previous year.