Pupils shoot a film
Promotion idea:
- Inaugurate Germany's first pupil's film price.
- School classes are called to send in ideas ans scripts for a short film.
Execution:
- Call to action through co-operation partners at their POS and other available channels by these partners.
- Dedicated teaching materials were develiped that could be integrated into Germany's regular curriculum covering the topic of film making.
- A high-class jury (including German actor Hannes Jaenicke, entertainer Dieter Bohlen, moderators and teen idols Sebastian Höffner and Klaas Heufer-Umlauf) selected a script.
- Pupils travelled to Munich's Bavaria Film Studios and shoot their winning script with the aid of studio professionals.
- The film was presented Hollywood style at a large Munich cinema infront of 800 guests and the media.
Result:
- 1 million pocket guides, 25,000 posters and 75,000 information kits were distributed to the partner's POS.
- Editorial call to action, interim and final reports in ZDF Mittagsmagazin, a mid-day magazine format by German public broadcaster ZDF.
- Call to action in Germany's number one youth magazine BRAVO, on BRAVO.de and during the BRAVO SUPER SHOW, 200 on-air trailers at Jetix.
- Editorial integration on Lycos.de and 4 newsletters to 800,000 recipients each.
- 304 scripts handed in.
- Participation of about 9,000 pupils.
- Very high press coverage.
- Over 90 million contacts achieved.
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