MOVIE MOVIE is a TV channel presented by BC Cinematheque co-operating with now TV. It is a movie channel that showcases Low concept movies in Hong Kong region. (Non-mainstream Movies)
Objective:
Currently, movies showcased in BC Cinemethque are labeled as cultural movies/ boring movies by the Hong Kong general public. People are holding on non-mainstream movies so not many people are willing to spend money on supporting it.
Thus, my advertising campaign aims to promote this group of movies and change the negative perception of it.
Insight:
Low Concept Movies are less appealing to girls because they are lack of motivation to discover new stuff on their own. Therefore, they are the potential customers to Movie Movie because it is very new to them.
Target Audience:
Girls who are aged in 20-35 and new to LCMs. Most of them lack personality and they follow the main trend all the time. They feel bad/ uncomfortable when they are alone, so they always stick with their friends no matter what they do.
Idea:
一個人 . 一台戲
One girl, one show
The idea is to tell the target audience that every individual has their own path of life; no one can live exactly the same like others, not even their parents, lovers and friends. At some point that we must encounter life events on our own, and we have to admit that there is always something we cannot find accompany to do with.
It is time for us to learn how to be independent especially to girls who are used to reply on others. I hope my target audience can have a kind of self-reflection, and see if they truly believe the saying after viewing the advertisement. Therefore, I am urging them to give a little change to themselves by experiencing something new on their own now, like watching new movies on their own.
Booth at PolyU Design Graduation Show 2013
