Results and Effectiveness

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.

Creative Execution

We have a “one second one movie” online quiz platform. Also we created the share and help-seeking function on weibo and facebook. And before all of these, we used roadshow on taxi, display at plazas and other portal websites to show our one-second movie clips all around the city to draw every movie fan’s attention.

Insights, Strategy and the Idea

Our objective is to arouse movie fans’ love to old movies, to promote Mei Ah’s new online portal containing more than 1000 classic movies. Our target audience are Hong Kong people who have been seeing movies for tons of years. To them, Mei Ah, as a top movie company, is familiar and trustworthy. But old is our problem. To make old movies being attractive again, we dig a insight that movie fans are proud of being movies fans, they’d like to prove their passion and familiarness to movies. So our competition used client‘s movie resources as a movie quiz to be an opportunity for movies fans to show off and prove themselves.