Gohiner Gaan
SOLID OFFLINE MARKETING ANALYTICS THROUGH MATRICSIFY
ABOUT GOHINER GAAN
Gohiner Gaan is a full-length musical film written and directed by Sadat Hossain, which tells the story of the conflict between the stardom and personal life of a star singer. Asif Akbar played the role of the star singer in the film.
THEIR STORY
PROBLEM CONTEXT
The trickiest part of movie marketing is that every movie is different. So, marketers must be creative to grab the public’s attention. On average. 36 movies are being produced in Dhallywood, each year. Besides that, around 20-25 foreign movies released in Bangladesh, around the year. It’s very tough for marketers to track the target audience and do marketing activities.
THEIR GOAL
TRACKING OFFLINE CAMPAIGN EFFECTIVENESS
Various media platforms are used to promote the film and engage the viewers, leading to huge allocated budgets for the film’s marketing, but ROI (across OOH, Social Media) could never be ascertained.
Conventional practices like Ads being placed on TV network, newspapers and magazine does not work well as there is no clear focus on the right customer segment. Also even blockbuster movie marketing campaign, with millions of dollars spent do not really guarantee people watching movie/ increase in Footfalls and box Office collection.
RESULT OF THE SUCCESSFUL CAMPAIGN
HOW MATRICSIFY HELPED TO PLAY THE GAME
Realizing music being the movie’s most vital bit, as a first step Matricsify helped with more precise audience targeting. Also, Martricsify helped in end to end campaign management right from campaign strategy to execution to mapping ROI.
Other innovative ways that were employed
- Location wise promotions and monitoring thus increasing the viewership
- Increased engagement from the audience’s end with the promotional efforts (Users are required to send the code to the mobile number and Lucky 50 stand a chance to watch the movie with the star cast
- Based on consumer participation through the code, EB Solutions can selectively re-target customers for other music-related products/services/events ( using Matricsify system logic and not exposing any GDPR concerns).
- This campaign increased Traction on Social Media Platform
- This campaign increased Footfall in Theatres hence increase box office collection
- Better ROI on OOH (ATL) Promotions (EB Solutions gets to measure the views of the promotional posters and TV interviews.)
We could never imagine without Matricsify, how much data we can get from offline campaigns. Really 5-star experience.
– Sadat Hossain, Director, Gohiner Gaan
