French Embassy and Institut Français of Singapore collaborated with Ogilvy & Mather (O&M) to promote the French Film Festival for the first time in Singapore. According to the agency, the two experimented with new forms of communication with its discerning audience.
To create awareness of the French Film Festival amongst Singaporeans, and to entice audiences to attend it, O&M created an integrated campaign encompassing a new visual identity and logo, website, movie trailer, long form ads in the form of 12-sheet posters. The posters were displayed around Singapore, magazine placements, radio spots, POS and PR.
Moreover, O&M will continue to promote French films in 2017 through a partnership with independent cinema and creative platform called The Projector which screens French films.
“As a whole, the campaign really set the tone for our films which are a world away from the Hollywood blockbusters that most people are used to seeing. It was exciting to see how this new approach to our communications helped to attract a much larger, more diverse audience to our events,” said Guillaume Duchemin, regional audiovisual attaché for SEA, French Embassy of Singapore.
From the 10 to 20 November 2016, the festival showcased 18 movies, across theatres in Singapore.
Recently, O&M was also appointed as the creative agency to deliver two new creative campaigns for Singapore’s Ministry of Culture, Community and Youth in 2017, with Maxus Communications Singapore as media partner.