Cinema and streaming guide Flicks has unveiled a campaign to build emphasis on its transformative growth.
The campaign strategy was developed by Studio Unlimited. Tom Furniss, a comedian and filmmaker, was responsible for filming production.
The campaign depicts “perfect couple” Tom and Claire disagreeing on what to watch for the night. Tom faces the possible future of being a lone, homeless, or worse, living back at home with his parents. Tom discovers Flicks and is relieved to find out it is the perfect streaming and cinema guide for his relationship.
CEO and co-founder of Flicks, Paul Scantlebury, told AdNews: Flicks has been undergoing a transformative growth phase globally. We’re seeing massive audiences across our key markets – NZ, Australia and the UK. Our product is connecting with people because it’s providing a solution, helping them find a movie to watch and know where they can watch it.
“But we see the next level of growth coming from building our brand. That was the impetus behind our first significant brand campaign.
"Flicks has a very distinct brand persona – we’re colloquial, fun, straight-talking and most importantly, self-aware. This meant staying true to our identity in this campaign. The Flicks brand's purpose is to solve the world's most pressing first world problem of not knowing what to watch, a universally shared pain-point experienced by households every day.
“We hear it constantly. There’s so much great content coming to cinemas and homes, so many streaming platforms, too many options.
“So the campaign was a take on this problem, executed by exaggerating this shared pain-point so much that it could potentially cause someone to lose literally everything. Our take is: “Don't lose everything, find something good to watch with Flicks!”
Scantlebury says the creative goal was to create a simple story, relevant to a broad audience.
“We had a ball working with Sam and Tony at Studio Unlimited, who developed various creative ideas for us. We were clear on what was most important for our strategy - ensuring we have one simple story, relevant to a broad movie-watching audience. They came up with great ideas, including this one, and really focused on addressing the pain-point.
“To bring the ad to life, we needed someone who would get our brand, as well as execute the idea in a fun style. We worked with Tom Furniss, who is a filmmaker and comedian, and he nailed it,” he said
He says the 2023 audience, especially Gen Z and Millennials, yearn for transparency: “As consumers (especially Gen Z and Millennials) become more savvy, they are demanding that brands be more transparent and genuine.
"From a creative idea point of view, we are bringing together humour, that familiar pain-point of disagreeing over which shows to watch, and our fun but self-aware tone of voice to ensure the campaign lands with the audience.
“Selecting the best channels was equally important. Our campaign is live across all top indexing channels that resonate best with our target audience – YouTube, Facebook, Instagram, Tiktok, display, and in cinemas.”
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