BT's cinema activation to launch Flexible BT TV, created in partnership with DCM Studios, Essence and Recipe, has won a prestigious Silver at the 2020 Media Week awards.
In a media first, movie-goers settling in to watch British comedy-drama Military Wives and Pixar’s fantasy Onward at Odeon, Cineworld or Vue cinemas experienced confusion when, at the end of the trailers, an unexpected movie started playing. The two bespoke pieces of content saw few scenes from alternative ‘movies’ play out (one western and the other sci-fi themed), capturing the attention of the audience before the actors turned to the audience and posed the question, “You’re not here to watch this are you?” highlighting the fact that viewers wouldn’t pay to watch something they didn’t want at the cinema, “so why put up with it at home?”.
The powerful campaign brought to life BT’s new TV packages, offering customers the freedom to choose the TV shows, films and sport they want, when they want – with the flexibility to change their package every month. To further engage cinema audiences with this campaign, these ‘films’ were also advertised OOH as film posters on digital screens in Vue cinema foyers.
The campaign has also been recognised once again by the #dmaawards 2020 in the Entertainment and Music and Best Launch Campaign categories.
View DCM's full case study of the campaign here.
View the case study video here.
View all the Media Week award winners here.
View the DMA Awards shortlist here.