The Laptop Billboard

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Challenge

Cinema attendance is dwindling all around the world, as more people are downloading movies and watching them on their laptops.

We needed to demonstrate that nothing compares to watching a movie on the big screen at Ster-Kinekor Theatres.

Insight

Small screen = small experience.

Solution

We created a unique, first-of-its-kind billboard that showed just how inferior watching a movie on a laptop is, when compared to that of the big screen.

To do this, we stuck an actual 17inch laptop to a 63m long billboard on one of Johannesburg's busiest highways.

We then played a trailer of a current film on the laptop 24 hours a day, and challenged consumers to guess the film playing on the screen, via social media (Facebook and Twitter), using the hashtag #SKbillboard.

If they guessed the film correctly, they won tickets to watch it play on a screen 1795 times bigger - the standard Ster-Kinekor screen.

Results

The Laptop Billboard successfully amplified current title and brand awareness, both on-site and online with 131255 engagements through social media, and an increase in cinema attendance by 52% between Oct - Nov.

We're proud to say only 12% got the name of the movie right, proving that some things should only be experienced on the big screen.