Melbourne International Film Festival Opening Night Gala

The Challenge

As the lead sponsor for the 2017 Melbourne International Film Festival (MIFF) and Opening Night partner, Grey Goose saw an opportunity to infiltrate a highly engaged audience to drive their key cultural brand pillar of film. The campaign needed to deliver memorable experiences, get the product in hands and extend the narrative beyond the event to cut through to a wider audience, building brand desire and penetration.

The Insight

MIFF is Australia’s leading film festival and one of the world’s oldest film festivals, alongside Cannes and Berlin. It is an Australian cultural icon and attracts both film talent and engaged audiences from right around Australia.

The Strategy

opr produced an Opening Night event that saw a bespoke VIP experience created and attended by over 250 film talent and influencers. The Grey Goose takeover on Opening Night also extended right throughout the event delivering over 5,000 signature Grey Goose cocktails to a further 1000+ guests.  In a world-first for the brand, opr also created a Press for Le Fizz Bar at the venue, allowing guests to simply ring a bell to receive a glass of the cocktail prior to the screening.

Australian actress come film director, Tahyna MacManus and supermodel film lover, Zac Stenmark were engaged as ambassadors to deliver the Grey Goose narrative throughout the event via media interviews and social activation. Key Sydney-based media including drinks trade, VOGUE and Pedestrian TV were also hosted to deliver Grey Goose stories to a wider audience.

The Impact

opr were responsible for project and event management, guest list management, talent management, hosting media and media content distribution pre- and post-event to deliver widespread coverage across social and traditional media. The 2017 event saw a 300% uplift on media coverage outcomes from that achieved in 2016. A post event survey conducted by Roy Morgan revealed 63.2% of people who completed the survey could recall seeing advertising/promotional activity for Grey Goose Vodka when prompted (up 3.2% from 2016 survey). This was the second highest prompted recall of all MIFF partners. When asked which MIFF sponsors and advertisers they recalled seeing in the program guide or other advertising and promotions to do with the festival unprompted, 39.7% of respondents said, “Grey Goose Vodka” (up 9.7% from 2016 survey). This was the highest unprompted response recorded. A further 2.6% of respondents said, “a Vodka brand” (up 1.3% from 2016).