| Advertiser | BAFTA |
|---|---|
| Sector | Entertainment & Leisure |
| Buying route | DCM Studios, Film Packs |
| Audience | 16-34 Adults |
| Copy Length: | 105" |
Background
BAFTA partnered with DCM Studios designed to promote the gaming industry, an area which is typically overlooked after Film and TV. The campaign aimed to celebrate video games as an artform that changes lives.
Plan
DCM Studios and Common People Films produced a 105” ad which explored the connectivity between film, games and TV, highlighting the depth of video game storytelling that captivates audiences worldwide. To ensure contextual relevance & maximum impact with 16-34-year-olds ahead of the Game Awards, the trailer was launched in cinemas alongside the release of A Minecraft Movie. In addition, the creative was presented at the London Game Awards during the New Game Plus B2C event at the London Museum, targeting industry panels and big screens at the festival’s Trafalgar Square takeover.
Results
Cinema demonstrated its value as an effective medium for storytelling and driving uplifts in engagement.
- Increase in website traffic: Engagements increased by 20.6% YoY, and BAFTA’s Games homepage accounted for 30% of all page views in the launch month.
- Gaming associations: BAFTA saw significant uplifts in association with gaming (+42%) for those who saw the ad in cinema
- Message takeout: 75% of those who saw the ad in cinema agreed ‘Video games tell great stories’