Europe’s largest cinema operator, Odeon Cinemas Group, has a new pan-European campaign, “Feel Cinematic.”
Given the popularity of streamers, cinema brands need to discover new ways to entice audiences to movie theaters.
The elvis agency was tasked with creating work centered on the benefits of seeing films at an Odeon theater. The target audience 18-54, focused on families and film fanatics.
The campaign is running across the UK, Ireland, Germany, Spain, Italy, Portugal, Sweden, Finland and Norway.
A 40-second spot directed by Jack Cole at Kode Media, portrays one guest's journey through Odeon. The ad ups the emotional experience by moving between “normal mode,” a movie theater experience, and “cinematic mode,” with an immersive experience with dramatic Hollywood shots and score.
The anchor spot is supported by four 10-second vignettes.
The cross-platform campaign runs across digital, paid and organic social, radio and audio streaming, cinema foyer screens and kiosks, eCRM and PPC.
Manning Gottlieb handled media planning and buying.
The new work builds on Odeon’s existing branding: “We Make Movies Better.”
Neale Horrigan, executive creative director, elvis, said the campaign wants to get people off their sofas and immersed in the screen, sounds, seats and snacks available at Odeon. He added it is “designed to grab people’s attention, and prompt them to book tickets for an emotionally transformative experience that you can’t get at home.”
The agency just debuted a TV campaign for Lyle’s Golden Syrup, after been named lead creative in January. The product is sold in the U.S. and U.K.