OMFG! Shorts!
July–October 2011
OMFG! Shorts! was a campaign for 52nd Short Fiction Film Festival in Brno, produced by FILMOCHOD.
Goals
— raise awareness of the festival
— attract new emerging group of freshmen students
— raise the attendance which was on decline
— raise awareness of the festival
— attract new emerging group of freshmen students
— raise the attendance which was on decline
Results
— 100% positive feedback
— festival was revived
— attendance almost tripled (189.3% increase)
— 100% positive feedback
— festival was revived
— attendance almost tripled (189.3% increase)
Story
BRNO16 is the oldest international short film festival in Czech republic, screening the best short films from all around the world. But the tradition of overcrowded cinemas has been vanishing over the last years. People have been aging and losing interest. We wanted the festival to regain attention. Especially among university students. But how do you get attention of people, who are resistant to traditional advertising? First of all, we have changed the 50-year-old visual and we have prepared a two-phase reality-hack campaign.
Shorts are either short trousers or short movies. We have created a fictional OMFG! shorts’ brand to make people curious. We have organised mock huge sale of 100 shorts for 250 Kc (because festival was screening 100 movies with pass price of 250 Kc). Anyway, the ambiguity lead people to special microsite where they had to register in order to get the premium sale package. Over 1 300 people actually did it. And on the day of Mock sale lots of curious people came. We revealed the truth and opened a sale for a new festival. The media covered it. Word of mouth spread it out.
Few weeks later, during a festival opening, we were welcoming a happy faces eager to see some real shorts. It was fun and today, lot of people still talk about “OMFG! shorts”.
BRNO16 is the oldest international short film festival in Czech republic, screening the best short films from all around the world. But the tradition of overcrowded cinemas has been vanishing over the last years. People have been aging and losing interest. We wanted the festival to regain attention. Especially among university students. But how do you get attention of people, who are resistant to traditional advertising? First of all, we have changed the 50-year-old visual and we have prepared a two-phase reality-hack campaign.
Shorts are either short trousers or short movies. We have created a fictional OMFG! shorts’ brand to make people curious. We have organised mock huge sale of 100 shorts for 250 Kc (because festival was screening 100 movies with pass price of 250 Kc). Anyway, the ambiguity lead people to special microsite where they had to register in order to get the premium sale package. Over 1 300 people actually did it. And on the day of Mock sale lots of curious people came. We revealed the truth and opened a sale for a new festival. The media covered it. Word of mouth spread it out.
Few weeks later, during a festival opening, we were welcoming a happy faces eager to see some real shorts. It was fun and today, lot of people still talk about “OMFG! shorts”.
Credits
client — Turistické informační centrum města Brna, příspěvková organizace
creative agency — FILMOCHOD
director — Marek Loskot
art direction, design — Adam Hrubý
campaign lead, design — Branislav Šandala
edit & post-production — Jiří Fiala
front-end web development — Ondřej Válka
back-end web development — Jan Pospíšil
logytype — Iva Pechmanová
client — Turistické informační centrum města Brna, příspěvková organizace
creative agency — FILMOCHOD
director — Marek Loskot
art direction, design — Adam Hrubý
campaign lead, design — Branislav Šandala
edit & post-production — Jiří Fiala
front-end web development — Ondřej Válka
back-end web development — Jan Pospíšil
logytype — Iva Pechmanová
Mystification phase I
Spot was broadcasted on national TV. Copy: OMFG! Shorts! 100 shorts for 250 CZK! One short(s) for 2,5 CZK! Price h******t! All must be gone!
A documentary from mock sale of shorts.
Revelation phase II
Civilisation phase III
