‘BELL’ Billboard
The traditional billboard that takes the non-traditional approach to promote the film asking audiences to adopt a friend.
BACKGROUND
The brief is to promote “Where We Belong” a feature film by BNK 48 FILM.
An insightful story of intimate relationship between two high school girls, ‘BELL’ (Music BNK48) and ‘SUE’ (Jannis BNK48). Where soon after, one of them has to go study abroad but the bond with her best friend is holding her back.
One of the most challenging issue in Thai film industry is that, within the first 3 days, the film has to generate a significant amount revenue in order to stay in the theatres. Apart from the 8 free billboards, our promotional budget is “Zero”
IDEA
‘BELL Billboard’, the traditional billboard takes the non-traditional approach to promote the film asking audiences to adopt a friend.
To promote the film, we bring girlfriends relationship to life. The mysterious outdoor billboards display in the city calling for best friend adoption name “BELL” together with the real phone number for those who are interested can call. It’s the first time that character only appear on a poster could create personal engagement with real life audiences. The voice pick up by BELL’s Best friend, ‘SUE’ invites the callers to watch the film.
Also the censored face of the actress could very well piqued the curiosity of the fanclub who could still remember their idol characteristic. This is the key to further amplify our content on social media.
RESULTS
In 1 hour, #WhereWeBelong became No.1 Trending on Twitter and organically on the top trend in Twitter 3 times in 1 month.
Incoming calls to adopt Bell more than 100 calls per hour.
On the opening day, the film reached the 2nd highest Thai film revenue of 2019.
The campaign has kicked off the trend that fans buy cinema seats to form letters “Bell”.
Earned Media Value of 2.5 Million USD and PR Value of 850K USD.
CASE FILM
