Premiile obtinute la FIBRA #2:
- SILVER FIBRA @ Branded content
PRESENTING THE CASE
Campaign / Execution Summary
For Valentine’s Day, three couples which entered in what they thought would be a simple online contest having as stake a double movie invitation or a holiday for two at Paris, received the surprise of a lifetime, ingeniously orchestrated at the moment they arrived at the cinema.
Promoted on the Grand Cinema & More Facebook page, the contest invited the users to enter a competition and share their love story, mentioning the key moments in their relationship (when they met, the first kiss, the funniest moment in their relationship, the first “I love you”, etc). Moreover, the contestants were invited to send a picture of their couple. From almost 100 entered stories, three were chosen as winners of a surprise prize for them and their half.
The couples were invited to come during the weekend at the cinema, under the pretext of winning a double invitation. What they didn’t know was that their story was a source of inspiration for a romantic short film that was going to roll on the big screen, before the movie beginning, and be seen by all of the people present in the hall. The reactions of the three couples were captured by the cameramen hidden in the public and the whole story was summed up in an online video.
We wanted an execution with a different register that will highlight the love and their road on their relationship up to that moment. Therefore we’ve imagined a future in which the two main characters remember with love their youth. The emotion turned out from the fact that every film was personalised with details from the stories entered by the three couples
CONTEXT / PROBLEM / OPPORTUNITY / INSIGHT
Grand Cinema & More is more than a cinema. This has been our conviction ever since the launch, a thing that demonstrated that beyond trying all the time to bring to the people coming at the cinema the most awaited launches, beyond investing in the comfort and the utilities of every room, we could bring emotion and people together. And, as every feeling seems to be better seen in movies, we wondered if we can’t do the same with the love stories of the people that are coming daily to our cinema
TARGET
Grand Cinema and More consumers, entertainment seekers.
RESULTS
The campaign was promoted to the Facebook page of the brand, registering over 12,000 responses (Likes, Reactions, Comments, Shares) in a few days; with a total of 140 subscriptions and an exposure of over 500.000 views of the movie about activation.
INFO
Agency/Company: Jazz
Entry Case Title: Grand Valentine's Stories
Brand: Grand Cinema & More
Client: Grand Entertainment
CREDITS
Creative Director & Partner: Valentin Suciu
Group Creative Director: Simona Suman
Copywriter: Andrei Stanciu
Art Director: Alexandru Buta
Client Service Director: Loredana Saru
Account Director: Georgiana Rotaru
Account Executive: Nicoleta Dumitru
Entertainment Business Unit Marketing Director,: Simona Manea
Project Manager,: Cristina Calin
Digital Content Manager: Ramona Popescu
OTHER CONTRIBUTING COMPANIES
PR Agency: Oxygen PR
Media Agency: United Media
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