Screen Australia and Loud&Clear launch online campaign for fake fertiliser company ‘Morgan’s Organic’ in prep for ‘100 Bloody Acres’ film debut
Since March 2013, Loud&Clear Creative, in conjunction with Screen Australia and film producer Julie Ryan, has been secretly creating an elaborate online persona for Morgan’s Organic – the fictional business featured in the upcoming film 100 Bloody Acres, starring Angus Sampson (Insidious, Thank God You’re Here) and Damon Herriman (Justified, House of Wax, J.Edgar).
Says Fiona Cameron, COO, Screen Australia: “This is the first time that the story world for an Australian fictional feature film has been extended into the online space with such a comprehensive multi-platform strategy. The digital extension aims to increase awareness and create engaged anticipation for the film as audiences explore the ‘Morgan’s Organic’ 
campaign.”
Says Joel Beath, Loud&Clear multi-platform content producer: “The campaign pivots on analytics, creating a smarter and more targeted delivery of content. This approach enables us to refine and remarket to people consuming our content. Ultimately we are delivering greater exposure for the film without increasing the marketing spend. This works well for the Australian industry, as we are traditionally dealing with lower marketing budgets than Hollywood.”
The off-beat, intricate back-story for Morgan’s Organic fertiliser includes the development of fictitious TVCs, a business website, social media channels, Yandoit online community news site, and two hours of fake radio broadcast.
The digital assets are designed to authentically match the story-world in the film.
The mock TVCs are intentionally crude, attracting the Buzz feed status of one of the worst Australian ads made; a business website that still conforms to the ‘norms’ of digital navigation and functionality but appears to be made by a small town non-professional.
100 Bloody Acres is the debut feature film of multi-award winning brothers Colin and Cameron Cairnes. The comedy horror attracted multiple rave reviews following its premier screening at Melbourne International Film Festival, including Variety who said, “a promising feature debut… primed to please gorehounds and has sufficient smarts to attract more upscale viewers”. It will be released in Australia this August by Entertainment One Hopscotch.
4 Comments
I miss home.
Damon Herriman is one of our finest actors.
This is brilliant. And the same goes for Angus Sampson – great talent.
Bowling BK.