To relaunch the Hoyts Rewards Program, BWM Dentsu has created a playful new campaign that demonstrates the immediately rewarding benefits offered by Hoyts cinemas, at locations across Australia.
Spearheaded by a quirky 30-second cinema ad, the campaign travels through the thought process of a common film-goer, as he is introduced to the benefits of the Hoyts Rewards Program.
As he learns about Hoyts' various offerings - a free movie ticket upon account activation, the ability to earn Hoyts dollars, a Discounted Movie of the Week, Member Preview Screenings and much more - his eyebrows continue to raise in disbelief.
Says Max Savransky, loyalty and CRM manager, Hoyts: "The opportunity to earn 10 percent of eligible spend back in Hoyts Dollars, along with a free ticket upon activation makes Hoyts Rewards one of the most generous loyalty programs in the market. The idea is that even the most casual of movie goers will be immediately rewarded."
Says Philipa Murphy, senior group marketing communications manager, Hoyts Group: "Cinema is the perfect advertising environment to get cut through and guaranteed audience engagement, so in the pre-show our guests are entertained whilst showing the clear message of the benefits of the program. The simple, light-hearted humour of the ad clearly demonstrates how irresistibly attainable our Hoyts Rewards program is for all customers."
Says Asheen Naidu, ECD, BWM Dentsu Sydney: "Movies are fun and we wanted to communicate the instant benefits of such a great rewards program, in an equally fun way. Using entertainment to sell entertainment felt like a natural fit."
The integrated campaign is currently running in cinemas, throughout Australia and New Zealand.