365 DAYS OF CINEMA by Ogilvy & Mather Frankfurt for Cinemaxx

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365 DAYS OF CINEMA

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Industry Business equipment & services, Corporate Image
Media Design & Branding
Market Germany
Agency Ogilvy & Mather Frankfurt
Executive Creative Director Christian Mommertz
Creative Director Helmut Meyer
Art Director Daniel Schweinzer
Copywriter Marcus Pfeiffer
Released December 2009

Credits & Description

Category: Calendars
Advertiser: CINEMAXX ENTERTAINMENT
Product/Service: CINEMAXX GOLDCARD
Agency: OGILVY FRANKFURT
Date of First Appearance: Dec 5 2009 12:00AM
Entrant Company: OGILVY FRANKFURT, GERMANY
Chief Creative Officer/Creative Director: Dr. Stephan Vogel (Ogilvy Frankfurt)
Creative Director: Helmut Meyer (Ogilvy Frankfurt)
Executive Creative Director: Christian Mommertz (Ogilvy Frankfurt)
Art Director: Daniel Schweinzer (Ogilvy Frankfurt)
Copywriter: Marcus Pfeiffer (Ogilvy Frankfurt)
Production: Bianca Elbert (Ogilvy Frankfurt)
Account Management: Michael Fucks (Ogilvy Frankfurt)
Advertiser's Supervisor: Nora Dietrich (Cinemaxx)
Media placement: Calendar - Sampling At Cinemaxx Theatres - 05.12.2009

Describe the challenges and key objectives
We designed and produced a calendar that looks like a typical cinema seating plan with 12 rows and 365 seats. The current day can be marked with an imitation Goldcard.

Describe the brief from the client
Cinemaxx asked us to come up with a one-off promotional item for a unique product: the Cinemaxx Goldcard - the first annual season ticket for the cinema. The cardholder is entitled to go to the cinema any times, any day, all year round. For 399 Euro.

Describe how you arrived at the final design
The Cinemaxx calender '365 days of cinema' visualises the benefit of the Goldcard for avid cinemagoers. They can go to the cinema every day, all year, as often as they want to. And they can have fun planning those visits with the calendar.

Give some indication of how successful the outcome was in the market
The Cinemaxx Goldcard sales increased by over 23 % during the promotional period of two weeks in selected Cinemaxx cinemas.