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The DCM Awards 2018 entry process is well underway, and we have been counting the weeks towards the closing date by looking back at last year's winners.
This week we are highlighting the Best Use of Cinema (Small) category.
Last year's winner was the English National Opera for its Madame Butterfly campaign and we are delving into why the judges favoured this campaign over the tough competition.
“This campaign genuinely challenged the client’s perception, with the ENO using cinema for the first time. With a small budget,every penny counts and the smart planning was executed with emotional creative that delivered fantastic business results.”
The English National Opera (ENO) wanted to take one of the world’s best known operas and make it accessible to the widest and most diverse audiences, so attracting first time ENO customers would be key to the success of the campaign.
Cinema was the perfect medium to provide cultural traction, but the ENO had never advertised in cinema before. By using DCM’s Building Box Office Brands research, Total Media demonstrated how cinema could deliver cost effective awareness, create brand difference and drive brand consideration – all of which would be vital to the campaign’s performance.
With a small budget, the targeting capabilities of digital cinema came to the fore to engage art-house ABC1 cinemagoers at Picturehouse Cinemas in London, alongside hand-picked film titles such as High-Rise and Anomalisa.
According to the ENO: “We needed a campaign that would position Madame Butterfly as ablockbuster production. Cinema was a fantastic vehicle for showing off all of those visually appealing aspects of the production. It’s the fifth run of the production but it was our most successful in attracting new audiences and we had more people come to this run than ever before.”
The sales target was beaten by 10% and the campaign also drove early ticket sales by selling 70% of seats before opening night. As a result, cinema now has a permanent place on ENO’s media roster.
Enter this year's Best Use of Cinema (Small) category by Friday 13 July and read more about the DCM Awards.