Dubai International Film Festival 2007

Background

The Dubai International Film Festival (DIFF) is the leading destination for international audiences to discover the best in Arab filmmaking, offering a dedicated platform to established and upcoming filmmakers in the region to exhibit their work to a wider international audience for  funding and distribution. The festival also brings an excellent selection of world cinema to local and regional audiences. 

Challenge

Still a relative newcomer in the film industry, many people know of  Dubai International Film Festival, but are looking for more information about what it represents.  The website from the previous years were becoming outdated and needed revamping. The challenge was to position DIFF as a major force in films by providing relevant information, without  overwhelming users with too much copy, keeping the emphasis on the visual message.

Approach

Flip developed a website that was a unique visual driven experience, reflecting the art film nature of the festival. With a simple black background and vibrantly displayed photographs, the final product was elegant and inviting and provided relevant with clear information.

Execution

Flip launched a phased digital marketing campaign for DIFF:
Phase 1: Generate hype about the event and increase awareness by showing the latest news about DIFF and giving access to archived films and image galleries.
Phase 2: (coinciding with phase 1) was designed to present the films through a film finder, enabling  users to search for current years or previous films.
Phase 3:  all relevant information regarding the film festival can be accessed on the website
Phase 4: archives the event after it is over. This enables  people to access all archived films and any relevant information pertaining to DIFF in previous years.