Odeon Cinemas has launched an extensive pan-European campaign to push the emotional benefits of the big screen experience.
Designed by creative agency Elvis, the campaign aims to re-kindle the public’s love affair with cinema, which has been significantly hampered in recent years by the COVID pandemic and the rise of streaming platforms.
Targeting a core audience of new and lapsed cinema goers, ‘Feel Cinematic’s’ creative is centred around the vivid emotions that a truly immersive cinema experience can inspire.
“With this new campaign, we wanted to emphasise what makes an Odeon visit so special to both new and existing customers, built on the foundations of their emotional connection to our unique big screen experience,” Odeon Cinemas Group head of marketing and campaigns Nicole Burdett said.
Subscribe to Marketing Beat for FREE
Sign up here to get the latest Christmas ads and more sent straight to your inbox each morning
“Further building on our “We Make Movies Better” global brand framework, our biggest campaign to date focuses on the real benefit for guests: the truly cinematic feeling that a trip to an Odeon cinema provides.”
Running across the UK, Ireland, Germany, Spain, Italy, Portugal, Sweden, Finland and Norway, the campaign will additionally be supported by four 10-second vignettes alongside digital, social, radio and in-theatre activations. Media planning and buying was handled by Manning Gottlieb.
Elvis executive creative director, Neale Horrigan added: “To get people off their sofas and away from their phone screens, we’re reminding them of just how good it feels to be fully immersed at an Odeon cinema, with amazing screens, sounds, seats and snacks.
“’Feel Cinematic’ is all about the emotional benefit of coming to an Odeon, designed to grab people’s attention, and prompt them to book tickets for an emotionally transformative experience that you can’t get at home.”
