Client:
Filmin
What was the problem?
The saddest (and most depressing) day of the year "Blue Monday", Monday, January 16, 2023, is approaching.
In 2005, psychologist Cliff Arnall came to this conclusion from a research conducted at the request of the travel agency Sky Travel, to study what was the saddest day of the year and motivate people to travel on that day in order to combat depression and sell more tickets.
The equation developed by the specialist from Cardiff University in Wales takes into account various factors such as weather, debt and New Year's resolutions. The theory is based on different variables: the cold weather, the (hard) January slope, the time that has passed since Christmas ended (with the corresponding nostalgia) and the New Year's resolutions (which after a fortnight have not been fulfilled).
The formula 1/8C+(D-d) 3/8xTI MxNA found indicates that: "C" is the climate factor; "D" the debts acquired during the holidays; "d" the money to be collected at the end of January, "T" is the time elapsed since Christmas; "I" refers to the period since the last failed attempt to quit a bad habit such as quitting smoking, or engaging in physical activity, or starting a new challenge; "M" the remaining motivations; and finally, "NA" is the need to act to change one's life.
Who is affected?
All people, but we are going to focus on the core target of 40 to 50 years old. They are lovers of good movies and good series. They like to stay at home with their partners and watch a series or movie they enjoy after putting their children to bed. Occasionally, they usually get together with their friends at home for dinner. They have small children, so going out for dinner is usually a problem and quite an important expense (dinner, drinks, babysitting, etc.), so they reserve it for exceptional occasions.
Their rhythm of life between work and taking care of their children makes them not feel like going out too much on the weekend (and even less during the week), especially because of the accumulated tiredness throughout the week (in addition to the expense). So they reserve their plans for weekend mornings and generally make plans with their children.
How can we approach solving it?
We propose them our solution to fight against blue monday, instead of planning a trip (they have just made Christmas expenses and it would be a major expense), going out for dinner (fed up with Christmas feasts), shopping or going to the movies. We suggest you to subscribe to Filmin well because they want to wallow in melancholy or sadness and what better than watching some of our dramas such as: The Hours; An Intimate Conviction; Lorna's Silence; With the Wind or In My Skin. Or turn blue monday into happy monday through our movies and comedy series such as Hangover in Las Vegas, Them Too; Things of Age or The Durrells. Or a classic Monday with titles such as: Roman Holiday, To Be or Not to Be or The Apartment. Or with the rest of the genres included in our catalog.
Filmin is a space different from its competitors, full of alternative titles and also committed to auteur and independent cinema.
Its catalog consists of more than 10,000 titles of films and series with a strong independent tone, as it has partnered mainly with distributors of that profile (Tornasol, Vértigo Films ...). Many of the films that make up the catalog are difficult to locate by other means, so Filmin enhances that: easy access to content difficult to find. There are no blockbusters. In Filmin there are auteur, independent films, difficult to find in commercial theaters and small pearls.
For each film you can see the complete director's profile, box office data, press reviews, reviews from other users, user ratings, awards and nominations, watch the trailer... The concept of social networking is also encouraged by voting and rating what we see.
Psychologists recommend looking for small incentives in activities that allow us to enjoy being at home, sheltered and without spending too much, so we offer our subscription options (Monthly, Annual, Pack of tickets to rent and other ways to enjoy Filmin).
Why do they care?
Because they can lift their spirits after the excesses of Christmas, the unattainable resolutions for the new year, combat the low temperatures and the short days that make them so sad through the distraction and entertainment that we offer them, something that motivates them and makes their day and, by extension, all the days to come by enjoying Filmin. Besides, they need to forget about their routine and need an escape valve from the stress of work and caring for their children.
Integrated Campaign
3 follow up graphics + action site design (homepage sketch) + RRSS action + Street/Ambient action.
What did we do?
Create the concept of "Formulas to face blue monday". These formulas consist of gathering for example a hot drink, your cat and a blanket to enjoy a movie from filmin and face this day in the best way, or the way you feel like, this day.
Create the concept of "Formulas to face blue monday". These formulas consist of gathering for example a hot drink, your cat and a blanket to enjoy a movie from filmin and face this day in the best way, or the way you feel like, this day.
