THE ONLY MOVIE MARKETING

TitleTHE ONLY MOVIE MARKETING
BrandBRAVE EMPIRE ENTERTAINMENT
Product / ServiceTHE ONLY MOM
CategoryG01. Local Brand
EntrantSATIUS MEDIA GROUP Yangon, MYANMAR
Idea Creation SATIUS MEDIA GROUP Yangon, MYANMAR
Media Placement SATIUS MEDIA GROUP Yangon, MYANMAR
PR SATIUS MEDIA GROUP Yangon, MYANMAR

Credits

Name Company Position
Thant Zin Satius Media Group Digital Creative Director

Why is this work relevant for Media?

The Only Marketing and Integrated Communications Campaign for The Only Mom film which was engaged by a local production studio with the aim to breakthrough as a blockbuster movie in the country. The entire campaign involved both the ATLs and BTLs across 360 degree platforms.

Background

An average duration a local movie that stays in theaters is 2-3 weeks, with box office reportedly generated at Kyat 5-6 Billion ($350,000). The theater usually splits 50-50 with the studio. Therefore, usually an investment in a movie is less than $300,000. But for ‘The Only Mom’, half of the production crew from Thailand and with all post-production done in Bangkok, the investment was more than doubled the normal budget. The challenge was to break the Box Office records, keeping the movie in theatres at a minimum of 6 weeks. With most investment gone into Production, the budget for Marketing and Promotion was very minimum. The cinema chain decides whether a movie stays in theatres or not after 2nd week. Usually if seats are not filled 60-70%, they would take it down. Pre-publicity and promotion during the movie in theatres has become the key mission for the Agency.

Describe the creative idea/insights (30% of vote)

The Key Idea was to tell stories outside the story-line of the film. Creating more content about the film to keep the audience talking and wanting more.The movie genre was a horror-drama with the script surrounding a mother fighting for her daughter’s life which was hidden by the past ghost who was a cross-dresser yet as well as father and a photographer that died in the house many years ago. While the movie concept was to scare the audience at the same time showing mother-daughter love, there were hidden messages and an unpredictable twist to the ending. Also, there were many Myanmar cultural references that was never been depicted fittingly before in any other movies. Concept was to create the buzz using these content while keeping the secret ending and the secret identity of the cross-dresser. Topics varied from director's message, cultural beliefs on after life, photography, never-seen-before production efforts.

Describe the strategy (20% of vote)

In Myanmar, Facebook is the Google or Yahoo of Myanmar. Everyone searches, shares, view information and connects on Facebook. According to Hootsuite report, in 2018, there are 18 million active Facebook users, up 29% from 2017. There was 21Mil Advertising Audience on Facebook. Targeting at young adults and educated aged between 18 - 35 years old, the Campaign was strategically planned on creating a viral on Social Media and keeping the community engagement going, with extra content that the audience will not see in the movie. Talents and KOLs were carefully selected for each strategic content to create a buzz online while garnering maximum touch points through integrated media, PR and key events. All in the meanwhile,finding ways to be cost effective in the marketing plan. The Campaign was split into 3 Phases: Pre-Publicity, The Hype (while in theaters), and Post-sustenance (for international markets).

Describe the execution (20% of vote)

Content created by sifting through more than 50 hours of raw footages. The team broke down the content strategy for the 3 Phases in 12 weeks. Total 4 teaser and trailers ran on social media, 2 FTV channels, and 10 outdoor digital screens. Total of 230 social media content, 66 video content, 7 engagement campaigns, and over 50 reviews by Social Influencers and movie-goers. Over 90 visual designs for outdoor billboards, photobooths, wall stickers, and BTLs. Over 10 events countrywide, total of 8 Meet-and-Greet promotions in Singapore and Thailand. First of it's kind Press Conference in Yangon at a shopping mall with half the space turned into a photo-op with hashtag campaign. Stunts and safe pranks during the movie premier generated a large conversation on Facebook. Reaction videos and interviews shared on social media. Collaboration with cinema chain for sneak previews, largest Telco for Telenor Star roadshows and holiday campaigns.

List the results (30% of vote)

We’ve generated more than 64 Million Impressions with less than $0.0002 CPM rate on Facebook. Overr 7.4million 3-sec video views with 60% organic. The CPV was less than $0.0003. Total Engagement of our social media content was more than 8.2million and over the course of the 12 weeks campaign period, our average reach was 262,000. The ROI of the entire Integrated Campaign is more than 5x. (The total marketing budget was less than $150,000. Total Online budget was $15,000). The film made history in being the first ever Myanmar film grossing box office 1 Billion Kyats ($660,000) within 10 days. The total box office after 9 weeks was estimate to be more than 2 Billion Kyats ($1.4mil). The movie stayed in theaters for more than 9 weeks. In addition to showing in Singapore and Thailand, the movie has been sold to 10 counties.

Please tell us about the brand in relation to the locality or market where the product/service is distributed

Myanmar Film industry is not very well known internationally. Before 2011, with political situations and lesser screens, there were as little as 27 movies a year. But since the opening of the country’s door into the international scene, and with the arrival of cinema group CJ JCGV, it has increased to more than 80 screens and more than 100 local movies shown yearly. But cinema chains are in the upper hand, picking the most promising movies that makes more box office. Next to producing a quality blockbuster movie, the key importance is on the strategic distribution and marketing. Currently, the industry lacks such knowledge. A Local studio Brave Empire Entertainment decides to make a quality horror-drama film using a Thai director and 100% Myanmar talents. They were the first film to engage a media agency to manage the Integrated Communications for the promotion of the film both locally and internationally.

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