BONUS CARD MOVIE THEATRE PROJECT
| Title | BONUS CARD MOVIE THEATRE PROJECT |
| Brand | GARANTI BANK |
| Product/Service | CREDIT CARD |
| Category |
A01. Use of Screens |
|
Media Agency 2
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CEREYAN MEDYA Istanbul, TURKEY
|
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Entrant Company
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CEREYAN MEDYA Istanbul, TURKEY
|
|
Media Agency
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CEREYAN MEDYA Istanbul, TURKEY
|
|
Production Company
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GARANTI BANK Istanbul, TURKEY
|
Credits
| Burcu Tokcan |
Garanti Bank |
Media Manager |
| Mujde Ozturk |
Garanti Bank |
Media Specialist |
Brief Explanation
Bonus Card is a well established credit card brand and leader in market share in Turkey.
In 2014, Bonus Card is focused on the family and family needs and marketing motto changed to "I love my family, I love Bonus Card". The insight was family activities.
According to the TGI survey Bonus Card holders goes to cinema malls with family more than the others.
With this insight our challenge was to create an interactive experience to reach families in cinema complex.
Kids and family movies served as the perfect environment for this challenge.
Results and Effectiveness
Kids had an unforgettable experience with their families.
During 2 weeks period 451 families participated in the song.
The videos reached 50.000 people on Facebook and hundreds of people experienced being famous appearing in a movie theater.
Creative Execution
We created GreenBox Karaoke booth integrated with Facebook.
Families sang Bonus Card jingle wearing Bonus Card afro hair wigs-the symbol of Bonus brand. Then they shared their funny videos on Facebook.
At that moment karaoke videos were uploaded to cinema system through WiFi.
A collage of the videos recorded minutes ago was shown on silver screen during commercial break.
The surprising part was none of the family knew that after they sang the jingle, they would appear on silver screen like real movie stars!
Bonus families at the movies- getting their share of instant fame!
Insights, Strategy and the Idea
Bonus Card is focused on the needs of families and family campaign in 2014 . For this reason, the the target audience is selected as ABC1 socio-economic level of families.
Conventional media planning is set with a wide reach of mediums. TV, newspaper, radio, outdoor used to reach maximum families. Also alternative media projects have done to reach and touch families in be to be activities. Human touch and connection is very important and effective for Turkish people. Therefore shopping or cinema malls will be a good alternative to reach with a human touch.