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Internal Production > 16.3 Self-Initiated Projects

Making art house available for a wider audience

by Grrr - Creative Agency
Silver

Unique platform
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Although nothing beats a visit to the cinema, art house films could reach a wider audience if they are available online too. Our challenge:
– How to create an attractive online translation of an offline experience like a cinema visit?
– And how can you ensure good user experience in a market where giants like Netflix and HBO set the standard?
We designed an online platform, created branding and set up a data-driven campaign. With a blend of appealing design, smart data analysis and on- and offline campaign, we bring Picl to the attention of a new generation of cinephiles. Thereby providing independent and high quality films with the audience they deserve.
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Empowering independent cinemas
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We position Picl as a platform where you can see the best arthouse films, which are selected by your cinema and that play at this very moment. By watching Picl, you can instantly support your favorite independent movie theater and independent films from the comfort of your own home.
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Lean, data-based & iterative
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We’ve approached this project using Lean methodology. In small steps several iterations have been made to test assumptions. After every iteration, extensive research has been conducted. For example, we knew that 14% of Dutch people aged 16 and over visited a cinema or arthouse theater at least once. That’s over 1.8 million visitors. Furthermore, it appeared that time, budget and unfavorable start times could raise thresholds for cinema visits. We first developed the very basic film website ‘filmthuis.nl’, starting with only 1 film. User tests and interviews thought us important lessons for Picl.
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Designed for the new generation of arthouse audience
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The name Picl sounds like tickle and also literally tickles. It’s a name that sticks and raises questions. The association with hand-picked and motion picture means that it is a name that surprises at first but then quickly feels familiar. Furthermore it is a name that can also be used internationally.
The corporate identity follows the properties of the new name. Colors that stimulate but also emanate quality. A style that appeals to the new generation of arthouse audience. We were also aware that in addition to the mature arthouse audience, we would also be serving a whole new group of users. In terms of appearance, it is therefore more HBO and Netflix than plush and popcorn

Agency
Credits
  • Creative Directors Rolf Coppens
  • Art Directors Jeroen Disch
  • Designers Josephine Cambier
  • Illustrators
  • Photographers
  • Editors
  • Copywriters
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