For a movie hall to stand out in the Mothers’ Day cacophony is not simple. The brand needed a strong peg to create engagement and make every patron across the network part of the campaign.
INOX is a theatre chain, it welcomes a large number of patrons every day who come to watch movies in multiple languages. On Mothers’Day we asked them to do something more than just watch a movie.
We asked them to declare their mothers as the #HeadOfTheFamily
We added a host of privileges if the patrons did this, we announced them using our own media: the cinema slides
We drove the engagement using our social handles
The campaign also had a radio spot
The theatres had Point of Sale to remind the patrons of the day, contest and priviledges
We turned the Mothers’ Day into a day long celebration of true motherhood by celebrating the real role she plays.