Megaplex campaign by 123Consutling earns the “GSCA Achievement Award for the Best Theatre Marketing Campaign”
Vienna/Toronto, 7th of October 2016. International success for the Austrian marketing agency 123Consulting and its customer Megaplex. The integrated advertising campaign, “Das ist wahre Größe” (this is real magnitude), has been awarded a price by the Giant Screen Association. Mario Hueber, managing director of Hollywood Megaplex, and Harald Grabner, from 123Consulting, collected the “GSCA Achievement Award for Best Theatre Marketing Campaign” in Toronto, Canada. The campaign appeared between February and July, in occasion of the new opening of the Hollywood Megaplex PlusCity cinema centre, with the biggest IMAX cinema hall in Austria.
Harald Grabner and his team came up with a complex multi-layered campaign for Megaplex. “The focus of the campaign was on digital channels. Integrating offline measures was particularly important for us. Besides creativity, we had a clear result- and number-oriented approach. You can only know whether you reached your destination, only when you know where you want to go”, says Harald Grabner, managing director of 123Consulting.
An integrated communication campaign with digital focus was planned and rolled out. The campaign was supported by website, social media, newsletter and search marketing. These measures were accompanied by programmatic online advertising. Similarly, the campaign appeared in the form of advertisement on trams, radio and cinemas as well as in the form of outdoor and classic print ads. PR activities complemented the campaign.
“The campaign was extremely successful”, says Mario Hueber, managing director of Hollywood Megaplex. “We really could achieve all the pre-determined objectives. We managed to increase the shares of Hollywood Megaplex on the Austrian market from 11 % to over 12,5%. The occupancy rate of the new cinema centre was extremely good from day one. The new opening of a cinema centre simply could not go any better”.
Campaign “Das ist wahre Größe” for Hollywood PlusCity:
Idea and overall concept: 123Consulting
Concept, text: Contentkaufmann
Concept, graphic: Kirschgrau
Art direction: Petra Kohlmayr Grafik Design
Film production: Kaiserschnitt
Radio production: MacJingle
Online Advertising; Think Tank Digital
Press: Agentur MINT