You don’t always know your friends’hobbies.
FR NLView the TV-commercial FR NLListen to the radio commercial FR NLView the print ad
1. The Challenge
Kinepolis offers three gift vouchers throughout the year: Movie Cracker (4 cinema tickets), the Moviebox (4 cinema tickets) and the Wish Card (2 cinema tickets).
Now, how can you create specific attention for these gift vouchers in a communicatively overcrowded end-of-year period? A period in which many advertisers are communicating their special end-of-year offers? And are broadcasting them with great power?
2. The Solution
We positioned the Kinepolis gift vouchers as the obvious choice. Why? Because you don’t always know the (secret) hobbies of your friends and relatives.
In the TV-commercial and print, we show a grown up man dancing in a cheerleader outfit. The copy reads: You don’t always know your friends’ hobbies. That’s why you better give them one of the Kinepolis gift ideas. The Kinepolis gift vouchers. You can buy them in all the Kinepolis cinema theaters.
In the same style, the radio commercials tell about a grown up man playing with dolls. The conclusion: it is better to buy the Kinepolis gift vouchers, and go for the safe choice.