2012 Winners & Shortlists

Results and Effectiveness

Prior to the launch, Grand Cinemas fan page had only 6090 fans. Within 10 days of the launch, Grand Cinemas’ fan base in the UAE alone has reached 10,347 (and counting), while the figures jumped from 1,430 to 4,824 in Lebanon. For an activity with a zero production budget, we received a whole lot of goodwill, smiles and a Facebook ticker that’s constantly rising thanks to uploaded pictures aiming to be Grand Cinemas’ next Popcorn Face.

Creative Execution

We knew it would take more than just a “good movie” to convince customers to experience Grand Cinemas. That’s why, we engaged with the audience across various touch points to maximize the campaign’s output. We demonstrated that on-ground through a series of witty posters, ambient installations, internet activity and on-ground activations that spanned across the cities of U.A.E. and Lebanon. We teased moviegoers with our popcorn boxes and asked them if they were the next Grand Cinemas Popcorn Face. And lastly, a special Facebook app was created, where people could upload their Popcorn Faces. The face with the most likes would go on to become Grand Cinemas’ Popcorn Face.

Insights, Strategy and the Idea

The key business objective was to increase footfall on the premises of Grand Cinemas, and drive popcorn sales through the newly designed popcorn boxes. Our marketing and communication strategy was to create a “differentiator” for Grand Cinemas over its competitors in the market, and in doing so, lay the foundation for a strong comeback. In order to enhance the consumer's brand-value perception, we aimed to create an emotional bond with the Grand Cinemas’ audience in the right place at the right time, as we go through a host of emotions at the movies, and every emotional moment is better with a mouthful of popcorn. The insight inspired us to create playful and engaging popcorn boxes reflecting the varied emotions on the faces of Grand Cinemas’ equally varied target audience.