News//Budgets
SHALOM, DUDE! Advertising works.
The Jewish Film Festival was able to more than double the number of visitors with this year’s program and the campaign “Shalom Dude” from DEMNER, MERLICEK & BERGMANN:
Sarah Stross about the success of the film festival: We had virtually no budget for a campaign which is why the strategic focus was on integrating the community into the communication. “Shalom Dude” and “Shalom Dudess” t-shirts and bags were printed to integrate the community in promoting the Jewish Film Festival. A limited edition kosher “Shalom Dude” beer was brewed as well. “
Big contributors to the success were numerous media outlets such as the ORF, derStandard, Kurier, Wien.at, Gewista, Kronehit etc. that had picked up the broad variety program with a focus on “civil courage” and the slogan and visual of “Shalom Dude”; generating “earned media” valued at over € 350,000.
Social Media played a role, too. Since the start of the campaign, 71% more “likes” and over 120,000 visits were generated. A prize draw ahead reached about 1100 people daily.
The communications goal – generating awareness and appealing to a younger audience – were greatly exceeded with the “Shalom dude” campaign.