BWM Dentsu has created a playful new campaign to re-launch the HOYTS Rewards Program that demonstrates the immediately rewarding benefits offered by the cinema company at locations across Australia.
Spearheaded by a quirky 30-second cinema ad, the campaign travels through the thought process of a common film-goer as he is introduced to the benefits of the HOYTS Rewards Program.
As he learns about HOYTS’ various offerings – a free movie ticket upon account activation, the ability to earn HOYTS dollars, a discounted movie of the week, member preview screenings and much more – his eyebrows continue to raise in disbelief.
Asheen Naidu, cxecutive creative director at BWM Dentsu Sydney, said: “Movies are fun and we wanted to communicate the instant benefits of such a great rewards program, in an equally fun way.
“Using entertainment to sell entertainment felt like a natural fit.”
Max Savransky, loyalty and CRM manager at HOYTS, said: “The opportunity to earn 10 per cent of eligible spend back in HOYTS Dollars, along with a free ticket upon activation, makes HOYTS Rewards one of the most generous loyalty programs in the market.
“The idea is that even the most casual of movie goers will be immediately rewarded.”
Philipa Murphy, senior group marketing communications manager at HOYTS Group, said: “Cinema is the perfect advertising environment to get cut through and guaranteed audience engagement, so in the pre-show our guests are entertained whilst showing the clear message of the benefits of the program.
“The simple, light-hearted humour of the ad clearly demonstrates how irresistibly attainable our HOYTS Rewards program is for all customers.”
The integrated campaign is currently running in cinemas throughout Australia and New Zealand.
Client: HOYTS Group
Senior group marketing communications manager – Philipa Murphy
Loyalty and CRM manager – Max Savransky
Agency: BWM Dentsu
Chief creative officer – Rob Belgiovane
Executive creative director – Asheen Naidu
Creative group heads – Denny Handlin and Jon Foye
Planner – Jack Spicer
Client service director – Brent Kerby
Account director – Bonnie Ledsam
Head of design – Eeuwout Baart
Production company: Plaza Films
Director – Dave Wood
Producer – Lee Thomson
Post-production: The Editors
Editor – Laurence van Camp
Audio Post Production: Speed of Sound
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