STRATEGY

More than launching a new campaign, we needed a positioning strategy that offered a new value proposition to consumers. We needed to reinforce the cinema market to strengthen differentiation.

Telecine offers curated content so you can find the perfect movie for every moment, extra features to further enjoy a film you loved, and lists of films related to all the trending topics in the world. This caters to different profiles, with different relationships to cinema. From those who just want to sit on the couch and watch something without wasting time, to others who will be captivated by a film and rush to the nearest device to find related content.

SOLUTION

Our solution was to increase the level of engagement and loyalty with the brand. We created the concept of a "Movie Club" with Brand Idea. “"The film is just the beginning"”, to give consistency to all the campaign's initiatives.

“"The film is just the beginning"” It reinforces the experience that goes far beyond the film; an interaction with the largest community of the seventh art, whose purpose is to bring the magic of cinema to everyone. The campaign is an invitation for people to join the Teleciners club.

We use 3 profiles that reflect consumption habits most related to cinema: undecided, connected, and cinephiles. For all of them, Telecine has the right content and features to make the movie experience even better. Thus, we want people to identify with the anxieties and desires they have when watching a film and recognize Telecine as their partner for that moment.

SOLUTION

The campaign will air in 30″ and 15″ versions (focused on each club profile) on free-to-air and pay TV, engagement actions on social media, residential buildings, radio, newspapers and digital platforms.

To strengthen the entire cinema and club territory, we developed new visual and verbal elements for the Telecine brand.
We value the letter T as the gateway to cinema, always giving it greater identification with the brand. We use typography and images inspired by movie posters to reinforce this differentiator, ensuring that on any screen, TV or streaming, you'll be immersed in the universe.

We created badges to identify club members, which will also be used in social media and engagement initiatives.

And it takes advantage of the entire visual universe that was developed for the new value proposition, with more pop and vibrant colors and elements, to be the brand that knows everything about cinema, but that manages to talk to everyone about cinema.

WHAT WE DID

• Visual and Verbal Universe
• Engagement Plan
• Communication Plan
• Campaign