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Cathay Cineplexes

Raise awareness of Cathay Cineplexes' new loyalty card among youth, encourage regular usage, and engage with the target audience online.

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Cathay Cineplexes

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  1. Cathay Cineplexes THE PROPOSAL

  2. one Our interpretation of the task two Campaign strategy three Programme Outline four Measurement & success

  3. What You Said INFORM Raise awareness of the new loyalty card amongst the youth ENCOURAGE Get the youths to purchase and use the loyalty card regularly ENGAGE Increase communication between Cathay Organization and youth online target audience: YOUTHS (18-34 years)

  4. The Situation

  5. The Problem, Our Opportunity Need for entertainment Hardly any time spent with family & friends ?

  6. B. F. F. BONDING & FAMILIES FRIENDS

  7. A creation of closefriendship between youths, often as a result of shared  experiences. What is ‘bonding’ ?

  8. ABOUT THE BFF LOYALTY CARD • Stored value lifetime loyalty card​ • Spend within 3 months to retain membership • Customized name and design

  9. ACTIVATION • Purchase card for $25 and get $20 stored value • Activate online​ and automatically given 10 points

  10. TOP-UP VALUE • Minimum top up value is $10 • Given 20 points per $10 • Must top up in multiples of $5 • 1.5 times more points when you top up $50 and above​ (15 points)

  11. PERKS & PRIVILEGES • $7 weekday tickets (Mon-Thurs, excluding PH) • 2 free movie tickets of choice during birthday month​ • 10% off all regular items on all days • Special movie previews • Member-only events

  12. PERKS & PRIVILEGES • Every $5 spent is rewarded with 10 point​s • Get a friend to sign up and you’ll be given 50 points ​ • 100 points: 1 movie ticket of your choice​ • 150 points: 1 movie ticket + food combo​ • 180 points: 2 movie tickets of your choice

  13. Mobile Application • Online Application for Loyalty Programme • Account Details • Transaction History • Latest Updates and Promotions • Terms and Conditions • Note: A pin or password is required to log in, NRIC as the username

  14. Key Messages Having a strong bond with your family and friends is rewarding. #1 Cathay offers all you need to be your ultimate bonding place. #2

  15. Platforms DIGITAL Supports Cathay’s direction in going towards digital media and online virality. DIGITAL TRADITIONAL Makes use of sensory and experiential potentialities of events to directly communicate intended messages for the youths. TRADITIONAL

  16. Programme Outline

  17. Timeline Snippet Publicity (continuous) Pre-publicity Publicity Video Montage Photo booth Marketing Materials Weekday Promotions Media Release Social Media & EDMs Bloggers Broadcast Brochures Cathay Amazing Race RP BFF Horror Night BFF Series Roadshows

  18. Programme Outline PRE-PUBLICITY

  19. Pre-Publicity

  20. Programme Outline PUBLICITY

  21. PUBLICITY

  22. EVENTS EVENTS

  23. Cathay BFF Amazing Race

  24. STEPS MINI CHALLENGES How well do you know your friend/family?​ Push-ups with person on the back​ Hand tangle game​ Back to Back drawing ​ Fish for prizes​

  25. RP Event: BFF Horror Night SCHEDULE​ 5pm - 6pm:YouTube videos screening, grab food, drinks and sign up for the loyalty card, obtain movie marathon screening set list​ 6pm - 11pm: Movie marathon, with 15 minutes break in between every movie​ * F&B booth will be open they have run out of food & BFF card booth will be open all night​ MOVIE SCREENING Classic horror movies *There will be jump scares during the movies ​

  26. RP Event: BFF Horror Night Official hashtag:#RPBFFHN Setting: Dark room, beanbags, glow lights, scary decorations​ Cathay BFF card booth sign ups: Free card, $5 for customization+ $2 Cathay F&B voucher + BFF laptop stickers RP F&B booths:Popcorn machine + drinks + pizza from North Canteen Manpower will consist of RP students given CCE points Filmed and photographed event PUBLICITY: EDM blasts, collaterals, word of mouth, social media

  27. Roadshows

  28. SOCIAL MEDIA SOCIAL MEDIA

  29. Social Media : Content Calendar @CATHAYCINEPLEXES Use original photo edits Lessen use of hashtag Write meaningful and engaging captions Have an informative bio Post custom tweets Use multimedia Have an informative bio Add relevant header Remove direct link to Facebook (spam) @CATHAYCINEPLEXES Tip: Use humour

  30. Video Montage TARGET: Groups A & B, 18-34 WHERE: Digital (Pre-Show, outside theatres) Social Media (YouTube, shared on Facebook, Instagram and Twitter) Sharing the idea of BFF from the youths themselves to show the feeling we’re trying to evoke. • What do you like to do in your free time? • Do you like to watch movies? • With friends or alone? Why?

  31. BFF Series EP 1: Video Montage EP 2: “How well do you know your BFF?” with the Sam Willows EP 3: Cathay BFF Amazing Race with celebrity players EP 4: 10 Types of Movie-Goers with Ryan Sylvia EP 5: 10 Ways to Use the BFF card with WahBanana EP 6: 10 Movie Impersonations with TheMingThing

  32. Instagram your BFF “Share a photo of you and your friend/family member and tell us what you appreciate about him/her. @cathaycineplexes#cathaythanksbff” Most Creative Photo Most Heartwarming Caption

  33. Photobooth Madness “Take a photo with your family and friends at the NeoPrint photo booth outside the theatre and grab it from our Facebook page! #cathaybffbooth” Best Photo for the Movie

  34. Marketing TARGET: Movie fanatics, 18-34 WHERE: Social Media (Facebook, Twitter, Instagram) Cathay Cineplexes (Pre-show, poster) YOU’RE WELCOME. #MARATHONMON

  35. Marketing TARGET: Group B, 26-34 WHERE: Social Media (Facebook, Twitter, Instagram) SHARE THE SAME SCREEN AND BE CLOSER THAN EVER. LITERALLY. #TWOFORTUES

  36. Marketing TARGET: Group B, 26-34 WHERE: Social Media (Facebook, Instagram) THE ONLY REMEDY YOU NEED IS THE BFF CARD AND SOME COMPANY. #WINDDOWNWED

  37. Marketing TARGET: Groups A &B, 18-34 WHERE: Social Media (Facebook, Twitter, Instagram) Cathay Cineplexes (Pre-show, poster) YOU DON’T NEED A TIME MACHINETO GO BACK TO THE 80’S. #TBMOVIETHURS

  38. Marketing TARGET: Group A, 18-25 WHERE: Social Media (Twitter, Instagram) IT REALLY ISN’T AS FUN WITHOUT THE BIG SCREEN AND MANY FRIENDS. #FASTTRACKFRI

  39. PROMOTIONS PROMOTIONS

  40. Weekday Promotions For every non-card holder that you take with you to the movies, you receive 5 points. Purchase a ticket using your BFF card and treat a friend or family member to a movie! A marathon of their favorite film series every Monday that’s a public holiday or during the school term breaks. E.g. Fast & Furious, The Lord of the Rings, James Bond, Mission Impossible, Toy Story, Star Wars Every last Thursday of the month, all-time favorite movies will be screened at every cinema. Loyalty card holders get free admission; non-members have to pay $5. For card holders: Bring a non-member friend and he/she will get a 50% discount. You will receive 10 points. $1 off any food combo and $6.50 movie tickets AFTER working hours.

  41. Timeline

  42. Budget Mobile Application ($5,000) Cathay Poster ($50) BFF Series ($1,000) Roadshows ($500/school) Cathay’s Amazing Race ($25,000) Promoted Tweets ($2,000/month) RP BFF Horror Night ($3,000)

  43. Measurement & Success Media mentions, revenue, sign-ups

  44. Thank You

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