The Pirelli Film Quiz

Pirelli Film is a subdivision of Pirelli which launches high quality short films each year using big screen stars. The short films are an interpretation of the Pirelli claim “Power is nothing without control” and are intended to support the Pirelli image and positioning and to maintain brand leadership. This year’s film, Mission Zero, stars Uma Thurman and is directed by Kathryn Bigelow.

Skive was approached to help to increase viewing figures of the film in the UK, increase brand recognition and brand awareness of both Pirelli and Pirellifilm and to collect eCRM profiles to be used in other activities during the next months.

Pirelli specifically wanted an appealing and highly interactive internet TV Quiz / Show, a fusion of "The Weakest Link" and the PlayStation game 'Buzz'.

Skive's pitch-winning concept was to create the Pirelli Film Quiz, a popularist movie quiz using a real actress shot against bluescreen as the 'host', used to anchor and introduce the quiz and each round within it, and react to correct or incorrect answers.

Skive commissioned 1,000 multiple choice questions split into seven categories, with users having to answer 15 questions over 3 random rounds against the clock — plus a bonus question about Mission Zero, which streams in during the middle of the quiz.

Participants can win Pirelli calendars, caps and beach towels just by playing in a carefully structured spot prize mechanic — or an Apple iTV and Sony Bravia LCD TV in a main prize draw.

Skive was responsible for writing the script, and organised a casting session for the client, before shooting the video sequences with a single camera in half a day at a London studio. The footage was then scaled down, run through a de-interlacing process, and recoded as Quicktime before the blue screen was removed in After Effects and exported as .flvs.

The quiz has been seeded on FHM, Maxim, Monkey, Total Film and other similar portals.