2017 Winners & Shortlists

The Campaign

du Tuesday: a shared love for cinema.

Creative Execution

Describe the execution. Previous year’s films mimicked movie scenes. However, 2016 required a different approach, being the third consecutive year. So du, took the bold decision of moving away from showing movie scenes and flexing big production value; and instead, created films that showcase the ‘behind the scenes’ and ‘making of’ aspect of movies. An aspect that really excites the movie lovers today. This is the kind of material movie lovers search for. Having written the above, this year’s execution humorously explores the unknown side of movie makers while narrating the story of the script with supporting photographs replacing movie scenes. The entire set up is like a promotional interview taking place which allows the interviewer to ask questions about the movie; the interviewed movie makers end up revealing the entire story (which is generally not the case).

- Increase brand recall and establish a close association between category and movies. - Increase social media brand engagement. - High Awareness: 62% awareness, 24% above average of du consumer campaigns which had twice the campaign spend. - High Likability: scored 6.5 versus 4.11 consumer campaign mean - The campaign earned value is nearly 6 times more than the amount invested. Tuesday maintained to be the most popular weekday and normal weekends (Thursday – Saturday) reported a 12% dip in attendance whereas Tuesday reported a 12% increase in attendance. - Redemption rate is 1,100% above outlined objectives. - More than 16,000 redemptions every week on Tuesday as opposed to 3,500 redemptions year on year.

Du Tuesday commercials in 2016 completely moved away from the usual style in the past. The threequel mimicks du took the bold decision of moving away from showing movie scenes and flexing big production value, and instead, created content that showcased the ‘behind-the-scenes’ and ‘making of’ aspects of movies. An aspect that really excite movie-lovers today. This is the kind of material movie-enthusiasts search for along with trailers. The entire films are presented in a ‘content’ manner and reveal the product just at the end.

The strategy is based off the insight that “movies are enjoyed the most when they are watched together” which was unearthed from du’s research conducted regarding the behavior of cinema-goers and it confirms that movies are a shared and social activity. Our audience go with friends or a spouse, and they purchase an average of 2-3 tickets at a time