Just as smooth as the tech giants

Although there is nothing like a visit to the movie theater, there was a need for an on-demand home offer. GRRR helped to meet this need. But how do you make an attractive online translation of a pre-eminently offline experience like a movie theater visit? And; How do you ensure a good user experience in a market where giants such as Netflix and HBO set the standard?

We designed an online platform, created branding and set up a data-driven campaign. With a mix of appealing design, smart data analysis and online and offline campaigns, we bring Picl to the attention of a new generation of art house fans. And yes, it just runs as smoothly as those sites of the tech giants.

The jury of the 2019 European Design Awards rewarded this case with a Gold Medal.

Offline campaign and trailer

Where can you better bring your movie website to the attention than in a movie theater? Exactly! That is why we made a trailer that is shown in all film theaters. Although the focus for this campaign was on online, Picl was offline in other ways besides the trailer. Via large posters and banners and announcements in magazines and newspapers.

Simple and user friendly

We positioned Picl as a platform where you can see the best arthouse films that have been selected by your film theater and that are also playing there at that moment. By watching Picl you directly support your favorite movie theater and the independent movie. And that it works super simple speaks for itself right?

Branding

Designed for the new generation of film fans

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

 

Introducing Picl to filmfans through push and pull marketing

Custom-made ads

The participating partners from the Dutch film industry already conducted extensive research before they launched Picl. We love that at GRRR. To further specify the target groups and test their potential, we have developed customized Facebook and Instagram ads by sub-target group. By working iteratively, we have been able to keep making adjustments until we found the winning combination of image, content, text  and target group. The intensive testing of these variables enables us to deliver a clear framework for Picl to work with. That way, we’re using advertising budget very efficiently and we’re working on a long-term solution for Picl.

 

Proces

Lean, data based & iteratief

Picl originated from a collaboration between independent distributors and sixteen Dutch film theaters. They founded the Dutch Film Promotion Foundation in 2015. The aim of the foundation is to increase the visibility and the audience for the (Dutch) documentary and artistic film.

At GRRR, we have extensive experience in working for several stakeholders at once, including projects such as Iktoon and Kandoor. We take the creative process step by step, and keep creating prototypes to test as we go. That way, our partners stay tuned in for every step of the process.

The Filmthuis.nl website served as a pilot; a website that quickly expanded with multiple titles. This predecessor of Picl provided us with a lot of information about the target group and the way in which they navigate on the website. A comprehensive analysis of the visitor flows of Filmthuis.nl enabled us to considerably simplify the user flow.

Many partners, one clear vision

Picl originated from a collaboration between independent distributors and sixteen Dutch film theaters. They founded the Dutch Film Promotion Foundation in 2015. The aim of the foundation is to increase the visibility and the audience for the (Dutch) documentary and artistic film.

At GRRR, we have extensive experience in working for several stakeholders at once, including projects such as Iktoon and Kandoor. We take the creative process step by step, and keep creating prototypes to test as we go. That way, our partners stay tuned in for every step of the process.

Partners

Everybody in the (art)house!

Picl presents a great opportunity for the future of independent film and is supported by a large part of the Dutch film industry. There are partnerships with film festivals, film theaters, distributors and media. You want names, you say?

IFFR, Nederlands Film Festival, Movies that Matter, IDFA, Cinemien, Cinema Delicatessen, Mokum Filmdistributie, Filmfreak, Amstelfilm, Persicoop Film, Cineville, Filmkrant, Biosagenda.

Amersfoort – De Lieve Vrouw, Amsterdam – EYE, Rialto, Het Ketelhuis, De Balie. Breda – ChassĂ© Cinema. Den Haag – Filmhuis Den Haag. Enschede – Concordia. Haarlem – Filmschuur. Hilversum – Filmtheater Hilversum. Nijmegen – LUX. Rotterdam – LantarenVenster. Utrecht – ’t Hoogt.

Credits

The name Picl was conceived in collaboration with De Naamafdeling.  GRRR worked with Studio Wim for producing the trailer.