Pitching French Films to Hollywood|短视频|广告营销案例【ADGuider广告指南】

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向好莱坞推销法国电影

案例简介：概要法国电影很棒。他们细致入微，性格驱动，沉浸在大气中。但是，你如何向更喜欢好莱坞大片的非法国观众宣传它们？这是促进法国文化的全球网络弗朗索瓦斯联盟给我们的任务。执行我们制作了一系列幽默的视频，捕捉到了这些好莱坞专业人士谨慎和消极的反应。这些视频通过社交渠道分享，引导观众进入法国电影联盟网站，在那里他们可以买到法国电影放映的门票。这些电影也在电影院放映。接下来，我们将其他标志性法国电影的剧本发送给著名的好莱坞剧本咨询公司。即使他们没有看到任何潜力。他们的报告被转化为平面广告、公关内容和社交帖子。战略与好莱坞电影相比，我们需要将法国电影定位为一种非常独特的电影体验。为此，我们决定展示你可以制作伟大的电影，而不必遵循好莱坞通常的公式，这就是法国电影的全部内容。相关性在亚洲，人们去看电影时往往更喜欢好莱坞大片。这场运动的目的是吸引非法国观众在法国联盟剧院观看每周一次的法国电影放映。我们的活动直接带领观众来到法国联盟的网站，在那里他们可以买到放映的门票。他们做到了。这场运动的结果是，法国联盟影院的门票销售大幅增长，并录得大量的票房收入，43% 非法国观众排队观看法国电影。结果通过展示你可以不用遵循好莱坞公式就能拍出伟大的电影, 这场运动帮助改变了那些认为好莱坞电影是电影最终形式的人的看法，并向他们展示了法国电影如何提供完全不同的电影体验。这场运动在社交媒体上引起了很多轰动，并在好莱坞记者、名利场、《独立报》和《泰晤士报》等新频道上成为头条。从记者开始，很快世界各地的人们，包括好莱坞名人和其他电影专业人士，开始讨论文化多样性的必要性。最终，这场运动实际上吸引了 43% 非法国人预订了法国电影院的门票。活动描述我们向好莱坞重量级人物放映了三部电影。他们不知道的是，这些电影是现存的法国电影杰作。他们拒绝了这些提议，因为他们认为这些想法不符合他们制作一部成功电影的标准。

向好莱坞推销法国电影

案例简介：Synopsis French Films are great. They are nuanced, character-driven and soaked in atmosphere. But, how do you promote them to a non-French audience who tend to prefer Hollywood blockbusters? This is the task Alliance Française, the global network promoting French culture gave us. Execution We created a series of humorous videos that captured the cautious and negative reactions of these Hollywood professionals. These videos were shared across social channels leading viewers to the Alliance Française websitewhere they could buy tickets for the French film screenings. The Films were also screened in movie theatres. Next, we sent the scripts of other iconic French films to renowned Hollywood script consultancies. Even they didn’t see any potential in them. Their reports were turned into print ads, PR content and social posts. Strategy We needed to position French cinema as a very distinct cinema experience compared to Hollywood cinema. To do so, we decided to demonstrate that you can make great films without having to follow the Hollywood usual formulas and that’s all what French Cinema is about. Relevancy In Asia, people tend to prefer Hollywood blockbusters when they go to the cinema. The objective of this campaign was to attract non-French audience to watch weekly French film screenings at Alliance Française theatres. Our campaign directly led the audience to the Alliance Française website from where they could buy tickets for the screenings. Which they did. As a result of the campaign, Alliance Française theatres saw major boost to its ticket sales and recorded massive footfalls as 43% more non-French audience lined up to watch French films. Outcome By demonstrating that you can make great films without following Hollywood formulas, this campaign helped change the perception of people who think Hollywood films are the ultimate form of cinema and showed them how French films offer a completely different cinematic experience. The campaign created lots of buzz in the social media and made the headline in the new channels like Hollywood Reporter, Vanity Fair, The Independent and The Times. Starting with the journalists, soon people across the world including Hollywood celebrities and other film professionals started discussing about the necessity for cultural diversity. In the end, the campaign actually attracted 43% more non-French people to book tickets for the French Cinema screenings. CampaignDescription We pitched three films to Hollywood heavyweights. What they didn’t know is that these films were existing French cinema masterpieces. They rejected the pitches as they thought these ideas didn’t match their criteria of what can make a successful film.