U-LATE HOTLINE by Leo Burnett Hong Kong for UA Cinema

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U-LATE HOTLINE

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Industry Cinemas, Theatres & Concert Halls, Public Safety, Health & Hygiene
Media Promo & PR, Case study
Market Hong Kong SAR China
Agency Leo Burnett Hong Kong
Executive Creative Director Victor Manggunio
Art Director Lee Man Kit, Chung Leung, Aiden Ho
Copywriter Stephen Chung
Account Supervisor Alan Ng
Released April 2011

Credits & Description

Category: Travel, Entertainment & Leisure
Advertiser: UA CINEMA
Product/Service: U-LATE HOTLINE
Agency: LEO BURNETT
Date of First Appearance: Apr 29 2011
Entrant Company: LEO BURNETT, Hong Kong, HONG KONG
Executive Creative Director: Victor Manggunio (Leo Burnett)
Copywriter: Stephen Chung (Leo Burnett)
Art Director: Chung Leung (Leo Burnett)
Art Director: Lee Man Kit (Leo Burnett)
Art Director: Aiden Ho (Leo Burnett)
Account Supervisor: Alan Ng (Leo Burnett)
Account Manager: Nora Choi (Leo Burnett)
Media placement: Mobile - UA Cinema Hotline - 29 April 2011

Insights, Strategy & the Idea
UA Cinemas in Hong Kong recently launched ‘The Total Movie Experience’ as its new brand proposition, a commitment to enhance every aspect of the movie going experience.

To make the brand proposition ‘The Total Movie Experience’ relevant and understood by UA’s customers our exercise was one of more action rather then telling people what we stood for.

The strategy was to pinpoint areas in the movie going journey that is not the ‘best’ it could be and develop services to improve upon it.

For this idea we chose the age-old problem of being late for the movies. No theatre in Hong Kong has ever sought to address and assist those who were running late for their movie.

Creative Execution
Our creative solution was the U-Late Hotline. If you ever find yourself running late to your movie, simply call the hotline, select the movie you’re late for, and our narrator will tell you what happens in the first 15 minutes.

Results and Effectiveness
The U-Late hotline won great acclaim with local movie enthusiasts, creating a lot of buzz and forum posts in local online forums.

Some of the conversations that resulted from the new service have put UA Cinemas main competitor Broadway Cinemas as a theatre not as concerned as UA Cinemas about making sure the movie experience is the best it could be.

U-Late hotline is a successful initial push to promote to our consumers the new brand proposition – ‘The Total Movie Experience’.