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At the start of 2019, DCM expanded its creative division, DCM Studios to focus on content, experiences and partnerships for brands looking to enhance the cinema experience.
From creating brand ads and film parodies, to partnering with film content, to utilising the latest onscreen technologies to maximise brand impact, over the last 12 months the DCM Studios team has raised the bar creatively for cinema in collaboration with its brand and agency partners, capturing the cultural moments inspired by film to get even closer to both the content and audiences.
We have now created over 100 bespoke pieces of cinema creative, including original contextual content inspired by film for NatWest, which won a Media Week Awards GOLD in 2019.
As the team celebrates turning one, we’re taking a look back at some of their highlights from 2019.
This week, Senior Account Manager – DCM Studios, Miles Phillip tells us about his standout campaign:
Counter Terrorism Policing – Communities defeat terrorism
DCM Studios, in collaboration with Wavemaker’s creative department, WM Content, presented UK cinema-goers with a scary movie of a different kind with the release of a public information film highlighting the role played by the police and security services in disrupting terrorist activity.
As first-time spenders in cinema, the Counter Terrorism division of the Home Office came to DCM for a solution to deliver their messaging at a local community level. The main challenge was that CTP were lacking in cinema ready copy. They had a piece of existing digital content running on their social channels and discussions began as to how we could sharpen the key messaging and edit for cinema viewing.
DCM Studios partnered with production company Contented and using the original rushes, we produced a new hard-hitting piece of creative. As community was at the heart of this campaign, DCM Studios led a site by site buying route with 40 x localised end-frames. This gave a more personalised call to action e.g. ‘Lewisham…Communities Defeat Terrorism’.
The big screen adaptation of last year’s ‘Communities Defeat Terrorism’ campaign featured a 60-second film which depicted failed real-life plots in the form of dramatic recreations of terror-related activity, in an effort to inform the public of the type of activity they should be alert to in order to report sightings to the relevant authorities.
The campaign ran across 120 cinemas nationwide and included 46 localised messages. As the on-screen creative was part of a much wider campaign to increase reports of suspicious activity, DCM Studios organised a press event to screen the copy on the big screen to journalists & press. The cinema creative and it’s key messaging has been captured in many leading news forums; BBC, ITV and The Evening Standard among them.
The success of 2019’s campaign has led to a second Counter Terrorism campaign, going live on Friday (6 March). DCM Studios have optimised the creative by moving the end frames to the front of the copy, which is a cinema first. DCM Studios believe this will increase engagement. The number of localised messages has also increased to a total 63 front frames, across 150 cinema sites.
UK Counter Terrorism Policing, assistant commissioner Neil Basu commented: “This new film has been made to try and help people understand recent terrorist attack-planning methods, but also to demonstrate that each report from the public can be one vital piece of a much larger picture. The important thing for people to remember is that no report is a waste of our time, trust your instincts and tell us if something doesn’t feel right.”
Senior Account Manager – DCM Studios, Miles Phillip commented, “We were thrilled to be able to take part in such an important campaign, taking an existing piece of copy which was not quite ready for cinema and enhancing it with end-frame technology to add contextual relevance and highlight key messaging.”
Watch the creative below: