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The Killer Chatbot

basics
Industry: Corporate self-promo
Media:Cyber
Style: Minimalism
descriptioncnen
Synopsis
TBA studios, an independent film production house known for producing evocative films, produced a film based on a popular local crime novel, Smaller and Smaller Circles. Smaller and Smaller Circles the Movie (SASC) is a film about a series of child murders in a garbage dump investigated by two Jesuit priests. It depicts the ugly and violent realities that lie beneath our institutions (law enforcement, the media, the Church) and shows how such a society can create horrors like the film’s serial killer. A serial killer that represents all of the violence, the mistrust, and corruption. Set to be released at a time when such violence and corruption where everyday headlines, the film was a reminder of how justice can only be sought through the meticulous pursuit of the truth. Here, however, lies the challenge. High-concept films such as Smaller and Smaller Circles do not sell well to Filipino audiences.
Strategy
To reach and appeal to a bigger mainstream audience, Smaller and Smaller Circles’ pre-screening ad and promo had to engage in a way that would naturally draw massive interest. True to its subject, the producers got people to want to see the film by letting them participate in the film’s crime solving, giving them a peek into the ultimate mystery of the genre: Who did it?
Relevancy
One of the biggest hurdles in getting the Filipino mass audiences to watch an independent film like Smaller & Smaller Circles is to sell them on its entertainment value. Instead of forcing them to go into theaters to watch, we decided to bring the movie character of the serial killer out of the film and bring it to life in an unusual channel -- the chatbot found on the movie's page
Outcome
-3962 interaction -a 33% playthrough rate -Hundreds of organic shares.
Execution
We created a chatbot that behaves like the film’s serial killer and launched it on Smaller and Smaller Circles' messenger chat window, a platform accessible to the film’s potential audience. Queries sent to the Smaller and Smaller Circles page are routed to the chatbot who responds in the voice of the serial killer. Users created their own unique experiences depending on their responses to his questions. He responds negatively to lies and refuses to disclose his own information. The chatbot also refuses to stop- sending succeeding messages to users at midnight. Users who respond with honesty are those are rewarded by the bot with a richer experience and one of the “good endings.” Abrasive users are led to one of the “bad endings.” All users are rewarded for the experience by through a sneak peek of exclusive deleted scenes. The chatbot ran from December 1, 2017 to January 1, 2018
CampaignDescription
The top-selling films in the Philippines are usually dominated by either well-known box-office stars or part of an existing movie franchise that whips out sequel after sequel. This led us to our insight that more than looking for movies that are "light" or "entertaining," Filipino movie-goers prefer to spend their hard-earned money on movies that feel familiar and conventional, so that the chances of enjoying the movie is seen as higher, thereby justifying the purchase of the ticket. It was imperative that we provided external cues to make the movie both exciting and familiar without giving too much away. The audience needed to be introduced to the movie characters to increase their interest in watching.
credit
Brand:
Agency:
Production Company:
awards
Cannes Lions International Festival of Creativity 2018
Shortlist Media
Use of Branded Content created for Digital or Social
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