UA30
UA Cinema
As one of Hong Kong’s foremost cinema groups, UA Cinema is an integral part of the area’s movies and entertainment.
UA Cinema’s 30th anniversary was coming up and they hired DASH to handle their 360 marketing campaign. This involved a year-long campaign with UA Cinema celebrating this milestone alongside their customers.
UA Cinema
UA30
As one of Hong Kong’s foremost cinema groups, UA Cinema is an integral part of the area’s movies and entertainment.
UA Cinema’s 30th anniversary was coming up and they hired DASH to handle their 360 marketing campaign. This involved a year-long campaign with UA Cinema celebrating this milestone alongside their customers.
sector
entertainment
work
creative direction / art direction / key visual / print design / point-of-sale material design / campaign activation / web design / web programming / web hosting solution / copywriting / video production and editing / photography
sector
entertainment
work
creative direction / art direction / key visual / print design / point-of-sale material design / campaign activation / web design / web programming / web hosting solution / copywriting / video production and editing / photography
CHALLENGE.
Cinemas are are typically chosen according to their convenience and lo-cation only and customers tend not to think about their other offerings. UA Cinema wanted to market their brand as something much more than a place to watch movies. They wanted the community to understand that they were fun, exciting and provided a great experience in the cinema.
This, coupled with the fact that it was their 30th anniversary, was the main challenge in the marketing campaign. DASH felt that this was the perfect opportunity to market their intended message and we felt we needed to create a high intensity marketing campaign for UA Cinema with a strong theme that customers could relate to.
CREATIVE DIRECTION &DESIGN.
After intense research, DASH decided that the best way forward for the marketing campaign was to build an attractive and eye-catching campaign website promoting movies with related news and interviews. This would give the customers more information than usual and encourage them to think more about UA Cinema and its offering.
DASH included fun facts about UA Cinema and snippets, such as “let’s meet at Mong Kok Cinema” or “let’s go to the cinema after shopping at Mong Kok”. These fun facts and snippets showed how special the UA Cinema brand has always been to customers in Hong Kong and how it become a part of their lives over the past 30 years.
The 30th anniversary history stories solidified UA Cinema as a trusted brand and one that is in the hearts of Hong Kong customers. The highly effective UA Cinema anniversary theme consisted of funky illustrations and a pop graphic style to help illustrate the celebratory theme. DASH ensured that the theme had enough happy elements to suit the brand’s color and overall message. This theme encouraged customers to visit UA Cinema for movies, as well as to enjoy event entertainment.
The goal for the marketing campaign was to promote UA Cinema using the chosen theme and to interact and engage with customers to draw them in. Customer engagement involved cosplayers greeting, engaging with and amazing customers at cinemas. In terms of social media engagement, we created a highly effective online sales activation whereby customers could register their movie tickets on the website to accumulate points. Additional points could be earned by certain activities on social media, such as checking in at UA Cinema on Facebook, sharing movies watched at UA Cinema, etc. Once enough points have been earned, the customer can redeem free popcorn, food, drink, movie discounts and even free tickets. With a certain amount of points, customers can enter a lucky draw for free movie tickets for a year.
DASH ensured that the brand promotion’s design and programming was applicable for the entire year. To further enhance the UA Cinema brand and movie experience, DASH assisted the client in targeting Halloween as one of the key promotional periods. Horror movies are particularly popular in Hong Kong over the Halloween period and this was incorporated into the marketing campaign.
DASH created an entertaining video teaser for viewing online or in the cinema. It was produced as a horror movie trailer, complete with movie posters and photos in the cinema. This caused viewers to believe that it was a new movie, but it was actually to promote the brand’s gimmicks.
CHALLENGE.
Cinemas are are typically chosen according to their convenience and lo-cation only and customers tend not to think about their other offerings. UA Cinema wanted to market their brand as something much more than a place to watch movies. They wanted the community to understand that they were fun, exciting and provided a great experience in the cinema.
This, coupled with the fact that it was their 30th anniversary, was the main challenge in the marketing campaign. DASH felt that this was the perfect opportunity to market their intended message and we felt we needed to create a high intensity marketing campaign for UA Cinema with a strong theme that customers could relate to.
CREATIVE DIRECTION &DESIGN.
After intense research, DASH decided that the best way forward for the marketing campaign was to build an attractive and eye-catching campaign website promoting movies with related news and interviews. This would give the customers more information than usual and encourage them to think more about UA Cinema and its offering.
DASH included fun facts about UA Cinema and snippets, such as “let’s meet at Mong Kok Cinema” or “let’s go to the cinema after shopping at Mong Kok”. These fun facts and snippets showed how special the UA Cinema brand has always been to customers in Hong Kong and how it become a part of their lives over the past 30 years.
The 30th anniversary history stories solidified UA Cinema as a trusted brand and one that is in the hearts of Hong Kong customers. The highly effective UA Cinema anniversary theme consisted of funky illustrations and a pop graphic style to help illustrate the celebratory theme. DASH ensured that the theme had enough happy elements to suit the brand’s color and overall message. This theme encouraged customers to visit UA Cinema for movies, as well as to enjoy event entertainment.
The goal for the marketing campaign was to promote UA Cinema using the chosen theme and to interact and engage with customers to draw them in. Customer engagement involved cosplayers greeting, engaging with and amazing customers at cinemas. In terms of social media engagement, we created a highly effective online sales activation whereby customers could register their movie tickets on the website to accumulate points. Additional points could be earned by certain activities on social media, such as checking in at UA Cinema on Facebook, sharing movies watched at UA Cinema, etc. Once enough points have been earned, the customer can redeem free popcorn, food, drink, movie discounts and even free tickets. With a certain amount of points, customers can enter a lucky draw for free movie tickets for a year.
DASH ensured that the brand promotion’s design and programming was applicable for the entire year. To further enhance the UA Cinema brand and movie experience, DASH assisted the client in targeting Halloween as one of the key promotional periods. Horror movies are particularly popular in Hong Kong over the Halloween period and this was incorporated into the marketing campaign.
DASH created an entertaining video teaser for viewing online or in the cinema. It was produced as a horror movie trailer, complete with movie posters and photos in the cinema. This caused viewers to believe that it was a new movie, but it was actually to promote the brand’s gimmicks.
