To promote the BFI’s coming film seasons to London university students.
Focusing on the universities of central London, including UCL and London South Bank University, two film loving Promos were sent out to meet and chat with the students.
A comprehensive map of the universities was created by our Project Managers and the locations were carefully chosen to tie in with the upcoming seasons. For example the Promos were sent to SOAS so they could promote the upcoming Chinese cinema season to the students.
To ensure the staff could push the seasons completely they were fully briefed and told to focus on in-depth conversation and interactions rather than amount of print handed out. This meant that the audience were fully informed about the season by our friendly and affable staff and left with a strong impression and knowledge of the BFI’s upcoming season.
Using meaningful interactions over between the Promos and the target audience ensured the seasons would benefit from word-of-mouth amongst the student community. Throughout the shift the Promos put up posters and left print for the season in student prevalent venues (university SU bars, local cafes and pubs etc) around the campuses.
Towards the end of the day the Promos positioned themselves near the university exit and distributed the remaining print to students as they left lectures for home (or, more likely, for the pub).
The students that we spoke to were either already fans of the BFI, or curious to find out more; we had a great chat with a group of film enthusiasts.- Alessandra, Senior Promo
- 14 universities targeted.
- 30 posters displayed.
- 1500 pieces of print distributed.
- 200+ meaningful interactions with the target audience.
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