10 years into the Windsor International Film Festival (WIFF), the festival had grown to a 10-day affair with over a hundred films and thousands of attendees. In the process of growing, it became more and more daunting for first-timers to jump in and experience the festival. We needed to change that.
I sat down with some of the incredibly talented media team members and worked to develop concepts for short clips targeted at different consumer profiles that would be first-time consumers. In a three day window we went from idea to execution with the first of our ads being filmed and shot for WIFF 2015, with more to be filmed spring 2016.
The ads were rolled out digitally in a targeted awareness campaign on Facebook and Google AdWords with tremendous success. With three fewer days, we sold over two thousand more tickets than the we had the previous year. This success was the result of demystifying the festival and making it easier for newcomers to join in the festivities.