A campaign highlighting how MUBI adds a human touch to the streaming world.
The Brief: Get film lovers to ditch endless searching and put their faith in MUBI and its curators. Source: 2017 D&AD Creative Brief.
Background: MUBI offers a different way to experience film: a wide-ranging service with experts who cater for niche interests and curated content that takes the pain out of endless scrolling. Their commitment to and undeniable love for cinema as an art form is fundamental to their success.
Challenge: Amidst turmoil in the streaming space, how can MUBI cut through the noise with its unique value proposition of hand-picked cinema by and for art lovers?
Key Takeaway: Play to your strengths.
Target Audience: Those interested in all aspects of culture: art, music, design, architecture. They're smart, appreciative of like-minds, and hate being let down or wasting time.
Insight: Art is powerful because it captures what it means to be human.
Strategy
MUBI cuts through the algorithm anxiety with a belief in the simple power of a human touch.
MUBI knows they can’t compete with the Netflix and Hulus of the world, so they don’t try to. Their competitive advantage lies in curation and community; they see themselves as the antidote to oversaturated choice and average film content.
MUBI makes auteur cinema accessible worldwide because they believe it transcends language and cultural boundaries. A touch, whether between friends, lovers, or family, has a similar power to transcend.
