CineClub
CineCIub is Canada’s first-ever movie-going membership program.
Building off rich insights into the customer base, we wanted the program to be fully inclusive, focused on hundreds of individual attributes around all sorts of movie-lovers. We started witht he big three: the movie-buff crowd, the movie experience-loving folks, and the concession foodies.
The concept needed to be far-reaching, with the possibility of ever-expanding consumer-types to choose from. Oh, and within a miniscule budget of course.
Building off rich insights into the customer base, we wanted the program to be fully inclusive, focused on hundreds of individual attributes around all sorts of movie-lovers. We started witht he big three: the movie-buff crowd, the movie experience-loving folks, and the concession foodies.
The concept needed to be far-reaching, with the possibility of ever-expanding consumer-types to choose from. Oh, and within a miniscule budget of course.
Services:
Art direction
Media:
Broadcast, web, print, OOH
Industry:
Entertainment, Loyalty programs
Copywriter(s):
Mardi Morrison
Example customer profiles:
Alana considers herself a movie fanatic and never misses a single premiere. So her social ads were targeted specifically to her tastes.
Her brother, the popcorn fiend, got delivered a different set of ads.
First 2 weeks after launch:
More than 120,000
Unique Landing Page Visitors
More than 12,000
New Member Sign-ups
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