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Best digital marketing campaign

Winner

 

 

 Agency: Pavilion Communications Services

Client:  UCI Cinemas (Now Odeon)

Project: UCI Star Wars Book B4 Digital Campaign

 

 

 

 

 

 

 

 

 

 

 

 

 

In 2004 UCI (before it became Odeon) commissioned Pavilion to encourage guests to book tickets in advance of general release for upcoming films. In response Pavilion launched Book B4, a new online guest service for this purpose. In 2005 the service was promoted to a wider audience through a search marketing campaign that targeted new customers and as the hotly anticipated film Star Wars III: Revenge of the Sith was the year’s blockbuster, a digital campaign was built around it and Book B4. The digital marketing plan followed a ‘drip feed’ communications schedule to ensure maximum ‘opportunity to see’.

The schedule began 6 weeks before the film release with on-site banners and newsletter emails to site users and advanced through a targeted email campaign, an incentivised email campaign, online advertising across Yahoo! and Channel4 using audio-enabled banners, overlay ad formats featuring X-Wing and TIE Fighter creative and finally a last email push to anyone who had not yet pre-booked. The click through rates on the email alerts were 23% and the Web site took 39%of all pre-bookings, double the central telephone booking office, email and Web site banner conversion rates were 10% and the overall ROI was ten times the investment.

Shortlist

• McCann-i - American Airlines
• Code - Huggies Little Swimmers Campaign
• McCann-i - Sainsbury’s Bank
• Pavilion Communications Services - UCI Star Wars Book B4 Digital Campaign