MUBI - Aftersun Release

Driving anticipation and awareness for the UK theatrical release of Aftersun. Our brief from MUBI was to deliver an activation (or activations) that engaged the target audience, drove anticipation and awareness for the theatrical release and ideally word-of-mouth via talker screenings or preview events. The impact of the activity should be in generating a significant moment for Aftersun among younger cinemagoers, and ensuring it resonated as a key release in the British film calendar for Q4. Our solution was create two collaborations. With MASSIVE and fashion brand SCRT. Both were engaged to amplify Aftersun to young audiences across the UK, generating awareness for the film ahead of release. Activity included exclusive merchandise, nationwide competitions, publicity & special preview screenings. Our campaign gave young people the opportunity to engage with and watch the film early in its lifespan which resulted in considerable word of mouth ahead of the film’s successful UK release. Key elements included : - Co-branded MASSIVE x Aftersun asset suite. - Full marketing takeover of MASSIVE social media, email and website. - Multi-channel media spend – targeted at 18-25s. - Limited edition Aftersun t-shirt produced in partnership with SCRT & seeded to various influential organisations and individuals. - Preview screening in London with SCRT. - Preview screening in Manchester with MASSIVE. - Interview with Paul Mescal and Frankie Corio for MASSIVE Storyboard. Total Reach – 1.13M Total Impressions - 2.6M 100% would recommend the screening experience to a friend. 96% would recommend Aftersun to a friend. 72% were more interested in seeing the film because of this activity.