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| Author | Zoe Aresti |
In case somehow you’ve missed the online banners, print ads and prompts across our social channels, this year’s DCM Awards are open for entries, and as the July deadline gets ever closer, each week we’ll be taking a look at last year’s winning work.
In the second part of our series of spotlight features on the triumphant campaigns of the DCM Awards 2016, this week, it’s the Best Use of Innovation in Cinema category that we’re placing emphasis on, as we look back at the winner of the gong in 2016 and why the judges thought it clearly had the WOW factor when it came to innovating in our unique media space.
Breaking through the screen: how cinema helped get Gaz & Leccy under control
PHD for Smart Energy GB
“This campaign was ambitious and brilliant, bringing the cinema experience to life to achieve really high levels of engagement. It’s a true creative and media innovation, transferring an idea into value and using media to create a true business effect.”
With a nationwide smart meter rollout in progress, Smart Energy GB and media agency PHD were tasked with helping people to understand what that means and how the change will make gas and electricity bills easier to manage.
As part of the plan, they decided to bring the existing ‘problem’ to life by staging a live stunt at the Picturehouse Central cinema that saw a calamitous pair of brand ambassadors, Gaz & Leccy, literally jump out of the screen to communicate the message and entertain the audience in the most memorable way.
The stunt amplified the already immersive cinema environment by incorporating 3D footage, actors, pressure cannons, strobe lights and pyrotechnics to create a unique, immersive, out of control live brand experience to capture the imaginations of cinemagoers and leave a lasting impression.
The campaign specifically made the most of cinema innovations such as 3D glasses and Dolby Atmos sound technology as part of a unique 360-degree experience, really pushing the limits of what’s possible in the field.
As a result, awareness of Gaz & Leccy grew by 6pts in just one month and half of respondents agreed that the stunt made them more interested in smart meters. The film of the stunt has been viewed an incredible 14.5 million times across online social channels.
Enter this year's Best Use of Innovation in Cinema category by Friday 7 July and read more about the DCM Awards.