 |
The print, outdoor, TV and in-theatre ads use the line “Free movies, fun, fast” and focus on different kinds of movie fans using the Scene card. In one execution, a mother descends from her garage ceiling (a la Tom Cruise in Mission Impossible) holding a Scene Visa card. The spot finishes with the line “Spy-fi lovers get it. Faster.” Other executions focus on fans of horror, action and fantasy genres.
“We’ve spent a lot of time just instructing people on what Scene was,” says Susan Mandryk, senior vice-president, customer strategies at Cineplex. “It was very functional. But we knew that eventually we had to bring a brand personality to the program.”
While the campaign was designed to attract new subscribers, Mandryk says that it was also time to shift to customer retention. The nine-month-old program has more than 700,000 subscribers, out-pacing its own growth predictions by 200,000 members, she says.
Scene is also in the process of becoming more autonomous from its parent brands. Until now business decisions were made jointly by Scotiabank and Cineplex. But Scott Ray was recently hired as Scene’s general manager, and is building a staff to oversee day-to-day operations, brand partnerships and marketing.
The new campaign was created by Toronto agency Capital C.
