GOLDCARD CALENDAR by Ogilvy & Mather Frankfurt for Cinemaxx

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GOLDCARD CALENDAR

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Industry Cinemas, Theatres & Concert Halls
Media Direct marketing
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: Direct Response Print or Standard Outdoor, including Inserts
Advertiser: CINEMAXX ENTERTAINMENT CO.
Product/Service: CINEMA SEASON TICKET
Agency: OGILVY FRANKFURT
Date of First Appearance: Dec 5 2009 12:00AM
Entrant Company: OGILVY FRANKFURT, GERMANY
Creative Director: Helmut Meyer (Ogilvy Frankfurt)
Chief Creative Officer/Creative Director: Dr. Stephan Vogel (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: Promotion - Distribution Of Goldcard Application From At Selected Cinemaxx Cinemas - 05.12.2009

Describe the brief/objective of the direct campaign.
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 time, any day, all year round. For 399 Euro.

Explain why the creative execution was relevant to the product or service.
The Cinemaxx calendar; 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.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
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 results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
The Cinemaxx Goldcard sales increased by over 23 % during the promotional period of two weeks in selected Cinemaxx cinemas.