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.