B3 Film Festival

Client

B3 is an international festival for film, media arts and creative technology in Frankfurt, which brings together professionals in the field as well as a wider audience interested in culture. Realist has been a long-term strategic marketing partner for the B3 festival. Over the past 5 years, we have helped to keep the festival’s image fresh and increase B3’s visibility both in Germany and internationally.

The challenge

Festival marketing needs a full service. If design, message and digital media do not work as a coherent system, ticket sales will suffer. For B3, the same core task had to be solved every year:

Firstly, how to make sure the right target audience (creative industries, film, arts, tech) gets to the programme and tickets at the right time.

Secondly, how to maintain a coherent brand language online and in the Frankfurt cityscape at the same time.

Strategy

Each year, we created a clear visual identity based on the focus theme, which works across digital, cityscape and physical materials. In addition to the identity, we created a 10-month comprehensive programme of communication.

We developed a specific digital media tunnel and combined it with a cost-effective use of outdoor media at strategic locations in Frankfurt’s cityscape. In the digital channels, Metal and LinkedIn played an important role in generating interest and attention and Google/YouTube as a sales channel.

Results and impact

During the five-year partnership, the B3 Festival’s digital marketing grew into a systematic and measurable whole, supporting both local and international visibility.

Aggregated impact of digital advertising:

• Reaching over 1 million targeted users per season
• Social media account followers up over 30% in a year
• Significant increase in clicks and quality traffic to the festival page
• The growth of professional audiences on Instagram and LinkedIn.