Canal+: THE WOMAN WHO CAN'T WATCH MOVIES

Credits & Description:

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CLIENT CANAL +
PRODUCT TV ENTERTAINMENT
ENTRANT FCB SPAIN MADRID, SPAIN
TYPE OF ENTRY WEB CAMPAIGN
CATEGORY TRAVEL, ENTERTAINMENT, LEISURE & RETAIL, INCLUDING E-COMMERCE AND RESTAURANTS
TITLE THE WOMAN WHO CAN'T WATCH MOVIES
PRODUCT/SERVICE TV ENTERTAINMENT
ENTRANT COMPANY FCB SPAIN MADRID, SPAIN
ADVERTISING AGENCY FCB SPAIN MADRID, SPAIN
PEDRO SOLER FCB SPAIN EXECUTIVE CREATIVE DIRECTOR
MANUEL LÓPEZ FCB SPAIN HEAD OF STRATEGY
JOAO FREITAS FCB SPAIN CREATIVE DIRECTOR
PEIO AZKOAGA FCB SPAIN COPYWRITER
BEATRIZ MOLIZ FCB SPAIN ART DIRECTOR
Links
Entry URL http://dejadenpazawilhelm.com/home
Creative Execution
Internet has provided movie fans a tribune to express themselves and this is why they so internet-active. But there is one night where all of them gather in front of the old TV show screen: The Oscar’s Night. This is why CANAL+ started the campaign during the ceremony’s transmission, and then continued i ton the internet, as this was the perfect spot to engage with their audience and make them part of the history.
CANAL+ Youtube Channel view augmentated more than 600%. More than 1000 fans shared the campaign on Facebook. The campaign had more than 1.5 million impacts on Twitter. The average time on the site was 3 minutes. The rebound rate of leavewilhemalone.com was only of 42% movie fans spent more than 540 hours in the web. More than 1,000 screams were donated. And, most importantly, the number of CANAL+ subscribers increased in more than 6% during the campaign running time.
CANAL + was the first Spanish TV platform specialized in cinema. But similar platforms showed up in recent years. As a consequence, CANAL+ needed to defend its position, connecting with its audience. Fortunately, there is a perfect place to establish that connection: at the place where movie fans are more active: the Internet. THE IDEA The story of Linda Dotson narrates the feeling caused on the widow of the creator of, what is known in the cinematographic industry as, "The Wilhem Scream". The CANAL+ campaign aim was to create alternative screams to the Wilhem scream to use in the industry, so Linda, who couldn’t watch movies because she was always reminded her of her widowed husband when watching films, could watch movies again.