Bums On Seats
Our Top 5 behavioural campaign re-targeted ODEON’S lapsed online customers, prompting them to book to see one of the top five cinema releases out that week.
The campaign was successful in driving incremental sales and increasing visit frequency, delivering a return of over 20 times the investment made.
The Challenge
Infrequent cinema goers are unlikely to read cinema listings and reviews. ODEON briefed Amaze to devise a campaign that would connect with these people, fire their interest in films, and get them going to the cinema more often – driving incremental ticket sales, footfall and visit frequency. ODEON were looking for a return of five times their investment.
The Strategy
All metrics – impressions, clicks, views and conversions – were recorded: so we could determine response rates, the value of each response, and the total return on investment of the campaign – in real time.
A behaviourally targeted, online display campaign presented latent online ODEON customers with the week’s Top 5 films, while they were browsing other popular websites.
The aim was to show them a broad range of current films, when they were not actively thinking about going to the cinema, in order to prompt an impulsive decision to see one of those films and book online.
Using insights and intelligence, gathered from Google Analytics on the ODEON website, we targeted ads on the days and times that proved most effective for online booking conversion – to optimise results and minimise wastage. Simple messaging and visual design achieved cut-through and delivered a clear call to action. The formats were refreshed each week and adapted to reflect seasonality – such as Christmas and half term.
The Results
From November 2008 to February 2009, the ODEON Top 5 campaign generated:
- Over three million ad impressions – an impressive reach
- An impressive conversion rate of over 17 per cent
- A return 20 times ODEON’S investment.
“The Top 5 Campaign has delivered impressive results, and we have been blown away with the insight Amaze has gathered to drive the campaign results.” Pierre Scott, Senior CRM Manager, ODEON Cinemas