| Title | ONE SECOND ONE MOVIE |
| Brand | MEI AH ENTERTAINMENT GROUP |
| Product / Service | MEI AH MOVIES |
| Category | A05. Best Use of Digital Media in a Direct Campaign |
| Entrant | McCANN WORLDGROUP Hong Kong, HONG KONG |
| Entrant Company | McCANN WORLDGROUP Hong Kong, HONG KONG |
| Advertising Agency | McCANN WORLDGROUP Hong Kong, HONG KONG |
| Name | Company | Position |
|---|---|---|
| Don't Believe In Styl | Computer Artist | |
| Don't Believe In Style | Interactive Designer | |
| Andy Wong | Mccann Worldgroup (Hong Kong) | Writer |
| Jazon Chan | Mccann Worldgroup (Hong Kong) | Art Director |
| James O | Mccann Worldgroup (Hong Kong) | Art Director |
| Quentin Yeong | Mccann Worldgroup (Hong Kong) | Art Director |
| Quentin Yeong | Mccann Worldgroup (Hong Kong) | Creative Director |
| Spencer Wong | Mccann Worldgroup (Hong Kong) | Executive Creative Director |
| Spencer Wong | Mccann Worldgroup (Hong Kong) | Chief Creative Officer |
In 2012, Chinese movie distributor Mei Ah launched their online movie portal: A website streaming over 1000 classic movies from around the world. With nothing fresh to communicate about these films, CLASSIC was our problem. We got consumers to reignite their love for classic movies by creating a massive online movie quiz on the movie portal's website. A game for self-proclaimed movie lovers to prove the depth of their love! Players were bombarded with footages of over 500 of our classic movies - each just a fraction of a second long. And the person naming the most movies wins.
Instead of simply communicating the variety of classic movies offered on the new movie portal, we turned our movies into contents of a massive online game. And not just any ordinary game - but an online challenge to all self - proclaimed movie lovers to test their knowledge of the silverscreen. This way, we were able to appeal to the exact people Mei Ah would like to reach - movie lovers who take a genuine interest in the classic movies offered on the portal.
We got consumers to reignite their love for classic movies by creating a massive online movie quiz on the movie portal's website. A game for self-proclaimed movie lovers to prove the depth of their love! Players were bombarded with footages of over 500 of our classic movies - each just a fraction of a second long. And the person naming the most number of movies in the shortest amount of time wins. Of course, we allow players to reach out to their friends anytime they were stuck - via Weibo, Facebook or hints on our website to finish the game.
The game drew movie lovers from around the country to visit our website to check out our classic movies. Over 50,000 movie lovers competed in our game and we have attracted, directly via our movie challenge, an astounding 2.6 million visits to the Mei Ah movie portal. During the campaign period, total website click rate was 2,596,831 and total impression 952,441,037.