2012 Winners & Shortlists

The Brief

Create a fresh new look for Grand Cinemas popcorn boxes, and in doing so, bring the longest standing and most loved movie-going tradition back into the spotlight.

Describe how the promotion developed from concept to implementation

Every emotional moment is better with a mouthful of popcorn. This inspired us to create playful and engaging popcorn boxes reflecting the varied emotions on the faces of Grand Cinemas’ audience. Our second step was to bring the idea to life on-ground through a series of witty posters, ambient installations, internet activity and on-ground activations, that spread across the cities of U.A.E. and Lebanon, we teased movie-goers with our popcorn boxes. And lastly, a special Facebook app was created, where people could upload their Popcorn Faces. The face with the most likes would become Grand Cinemas’ Popcorn Face.

Describe the success of the promotion with both client and consumer including some quantifiable results

The audience connected with the idea instantly, as they saw their emotions reflected on the box. The Grand Cinemas Facebook page saw a 30% rise in its number of fans, while the fan figures doubled 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.

Explain why the method of promotion was most relevant to the product or service

People come to the movies for a lighthearted getaway from the real world for a few hours. It’s the time when they can truly connect with their inner emotions. Since our idea was simple, fun and easy-to-do, the method chosen for this activity worked perfectly, as it allowed customers to engage with the brand instantly in their comfort zone.