brand electioneering

 

Client: Empire Cinemas

Challenge

Brand Electioneering were asked to help Empire Cinemas to establish themselves as a new entrant in the highly competitive UK market. It is difficult to establish a clear point of difference when the most common motivator of cinema choice is content, ie what film is showing and also location, both of which are difficult to influence by marketing. Local Awareness of the Empire Brand was also an issue in that many had previously operated as part of rival chains.

Solution

We created local, clustered marketing campaigns around key Empire cinemas utilising a mix of 48 sheets, bus sides, press, radio and other specific local media, for example, metro turnstiles in Newcastle. The campaign idea was around the difficult choice facing cinema-goers i.e. the film, not the cinema as Empire is the obvious choice. A striking typographical style, using Empire’s distinctive black and magenta palette was used to present an intriguing reference to a choice of current film releases. This appealed to film fans who would try to guess the films referred to in each of the series of ads.

The campaign was extended into both retail and promotions to provide a fully integrated approach.

Results

Post-campaign research showed that the campaign had raised awareness of the Empire brand by 35% whilst like-for-like ticket sales and secondary spend increased by 8 and 11% respectively across the same period.

 

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areas we cover

LONDON POSTCODES

EAST LONDON
E1 | Whitechapel | Stepney | Mile End | E2 | Bethnal Green | Shoreditch | E3 | Bow | Bromley-by-Bow | E4 | Chingford | Highams Park | E5 | Clapton  | E6 | East Ham | E7 | Forest Gate | Upton Park | E8 | Hackney | Dalston | E9 | Hackney | Homerton | E10 | Leyton | E11 | Leytonstone | E12 | Manor Park | E13 | Plaistow | E14 | Poplar | Millwall | Isle of Dogs | Docklands | E15 | Stratford | West Ham | E16 | Canning Town | North Woolwich | Docklands | E17 | Walthamstow | E18 | South Woodford 

WEST CENTRAL LONDON
WC1 | Bloomsbury | Gray’s Inn | WC2 | Covent Garden | Holborn | Strand |

EAST CENTRAL LONDON
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NORTH LONDON
N1 | Islington | Barnsbury | Canonbury | N2 | East Finchley | N3 | Finchley Central | N4 | Finsbury Park | Manor House | N5 | Highbury | N6 | Highgate | N7 | Holloway | N8 | Hornsey | Crouch End | N9 | Lower Edmonton | N10 | Muswell Hill | N11 | Friern Barnet | New Southgate | N12 | North Finchley | Woodside Park | N13 | Palmers Green | N14 | Southgate | N15 | Seven Sisters | N16 | Stoke Newington | Stamford Hill | N17 | Tottenham | N18 | Upper Edmonton | N19 | Archway | Tufnell Park | N20 | Whetstone | Totteridge | N21 | Winchmore Hill | N22 | Wood Green | Alexandra Palace

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LONDON BOROUGHS
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