CASE STUDY: Helping to drive awareness of Odeon's special offers

Provided by Weve
A location specific mobile campaign to attract 18+ film fans & encourage them in taking up offers at the nearest Odeon cinema
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What was the Challenge / Background of the Campaign?

Odeon has numerous special offers created exclusively for film fanatics. The challenge was to make consumers aware that these offers exist. Odeon came to Weve looking for a strategic route to inform consumers of the fun perks they can receive at any of Odeon's 100 cinemas across the UK.

What was the Campaign Objective?

Drive awareness of the offers which Odeon have available at their local cinemas but that people may not be aware of. The aim is to target the specific audience of film lovers to see an increase in the number of offers claimed and footfall into those cinemas.

What was the Solution?

Location specific MMS offers were delivered to 18+ demographic within 0.5 mile radius of specified Odeon's cinemas. Reaching exactly the right people is critically important to your mobile campaigns. WeTarget ensures that the right message, at the right time and place gets to the people who you want to see it- the people who really stand to benefit. WeLocate helps brands communicate with their audience based on their location, not just their demographics- helping them drive additional footfall to specific stores, run drive-by special offers campaigns, raise awareness etc.

What were the Results?

Weve's targeted mobile messages were a success. 94% of recipients were not previously aware of Odeon's special offers. After receiving the messages 1 of 10 visited an Odeon cinema.
BudgetReach & FrequencyTarget AudienceMedia Used
Contact for details1 of 10 visited an Odeon cinema, 94% weren't aware of offers
25 - 34
35 - 44
All adults
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NATIONAL, London, South, Midlands, All Regions, East of EnglandAll YearDRIVE TRIALSALES PROMOTION
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