UnCut is part of a platform network of independent films on demand developed by UniversCiné and present in various European countries. More than a challenger to Netflix, Uncut completes the streaming offer in an underserved niche ignored by the American giant. No series, no blockbusters, but auteur films and independent cinema instead, with award-winning film in the great festivals, classics and numerous Belgian creations.
Uncut asked Voice Agency to orchestrate the Belgian launch of the platform by developing a communication strategy and a creative approach with a clear objective of recruitment. The challenge was to establish a clear distinction between the ‘’mass-consumption’’ approach of the big providers like Netflix with the higher cultural standards of the Uncut catalogue to attract the quality cinema amateurs. Our mission was to make them aware, then to trust the cultural added-value of Uncut.
We started by working on the brand positioning of Uncut to extract the Value Proposition of the brand : the largest online catalogue of auteur cinema. Then we translated this Value Proposition into a strong advertising claim (Uncut. Brut de cinema./ Uncut. Puur cinema) and we expressed the brand promise through an impactful creative concept perfectly capturing the ‘’higher value’’ benefit of the Uncut catalogue for the genuine cinema lovers. We developed this concept in an online video commercial supplemented by banners leading to the new landing page of Uncut.
The launch of Uncut was addressed and commented in 57 press publications as well as on the evening news on TV. Business-wise, the original annual recruitment objectives more than doubled during the first 3 months only.