I just want to make sure that everyone working on The Castro Theatre is on Strategy with the brief and heading in the right direction. Remember, the Strategic Idea for this campaign is - 'The movie is only part of the theatrical experience, and going here reminds you why you like going to the movies in the first place.'
A good movie has the power to take you to another world, so why shouldn't a movie theatre be able to do the same? The Castro Theatre has this special ability (takes you back to the golden age of Hollywood). Its not just your everyday mall-movie theatre.
So, convey through the campaign that it is a special movie experience. Don't focus on just one characteristic of the theatre (for example, the old and the new). Think bigger!
Also, the target audience is Tourists (and people who live in SF but haven't been there). When tourists visit a place, they are looking to experience new and wonderful things. If you tell them that the Castro Theatre has new audio-video technology with old Hollywood feel its not enough to make them want to go there. You have to tell that its an experience like nothing else they've seen, and the movie is only part of that experience (and maybe one aspect of the campaign can be the old and new). You have to intrigue them. Tell them a story.
Remember The Castro Theatre is movie theatre. Movies tell stories. Your campaign should do the same...
Here is a great example of an ad that tells a story, and is also whimsical, quirky, and nostalgic. The tone is a great inspiration for the Castro Theatre Brief!
So the Strategic Idea behind this campaign is that - Great ideas just click. It only takes a few 'bricks' to make something click.
The ad itself (execution) is a story about an inventor trying to come up with a new idea. He uses Lego to help inspire him (to come up with the idea) because Lego can make "great ideas click."
Hope, this ad inspires you and makes something 'click' - ( sorry couldn't help myself lol)
Recommended Media: Video, outdoor, social media, online, augmented reality, print (ex: brochures for tourists).
Video would be a good medium here. If anyone needs help with video I can help shoot and edit. So, please reach out to me if you're considering video.
Also, I am going to be more involved with this brief than I was with Kickstarter. So, if you have questions, don't hesitate to ask me! Also, please run your work by me for feedback. The earlier the better. I want to make sure that everyone is on strategy this time. Its Important!
Thank you. Email - jeetdesai37@gmail.com.
Here is an example of a print ad I recently came across that tells a story - http://adweek.blogs.com/adfreak/mtv-germany-ads-sex-is-no-accident-always-use-a-condom.html
ReplyDeleteThe tone of this campaign is different from the Castro Theatre brief, but thought i'd share cause its a great series of print ads, which communicate a story, while being informative.
Jeet, I think that you have something here, but I can see why working off of your brief could be confusing.
ReplyDeleteYour strategic idea included in the original brief is a good one: The movie is only part of the experience.
There really is a lot to work with: the audience, the setting, the food, anticipation, dates; my mind starts working when I hear the SI which is good.
Don’t complicate this idea. The rest of your brief gets cluttered. Even in talking about it you start to mention other thoughts that could be taken as other strategic ideas. Going here reminds you why you like movies in the first place, a good movie has the power to take you to another world, etc. These are all good thoughts but you already have your strategic idea stick with that.
This is what I would do if I had to make a brief to work off of.
The Castro Theater
Who are we advertising to: SF explorers (what’s your moniker for these people?) People who want to experience more of what SF has to offer.
What do we need to tell them: At the Castro Theater the film is only part of the experience.
Why will this work: The Castro theater has a variety of offerings aside from the film itself: classic atmosphere, theme nights, balcony seating, other events.
Where will we say it: Locally not nationally. This is the destination people will want to go to after they have arrived in SF. Magazines, TV, Radio will not work on a national level. (Don’t limit people to a recommended list. I would like to know what media I have to use and what I can’t use, other than that let the idea determine what media works best.)
I enjoyed the Lego commercial, I can see what you are thinking how the tone could match but again I think the idea people come up with will determine tone. However I think you are complicating the strategic idea with this campaign. When I see it I think the SI probably was: “With Lego you only need a few bricks to spark/click your imagination.” With this idea, you can see how the campaign jumped to what you see here, but also where it could continue to go.
I hope this helps.