2013 Bronze Best Loyalty Programme or Campaign

Client Odeon

How did the campaign make a difference? The ODEON Premiere Club has 2.5 million members. This creative approach centres on delivering restaurant discounts, points that can buy food, drinks and tickets, and exclusive preview screenings. In the last 12 months membership has grown by 21.6%.

What details of the strategy make this a winning entry? The ODEON Premiere Club expands members' experience and engagement by offering added value. The loyalty programme has five objectives: to deliver significant benefit to members; to increase engagement through web, email and social media; to drive incremental visits and brand loyalty; to increase membership numbers; and to drive traffic and interaction online. Careful segmentation and geographic planning lies at the strategy's heart. Integrating purchase and email systems achieves precise segmentation based on: age, gender and demographics; location; seating preference; past purchases; cinemas visited; email interaction; redemption behaviour; retail spend; ticket type; and recency and frequency. In addition to relevant blockbuster promotions, campaigns provided tailored content using ODEON's unique Film Correlation Model (FCM) to recommend films.

How did creativity bring the strategy to life? The creative approach has been to ensure that member benefits are distinct and offer benefits over and above exclusive previews and discounts on tickets. Content is very tightly tailored to ensure that emails reflect preferences and past purchases. Newsletters also benefit from personalisation with banner headlines chosen to match customer profiles. For example just 15,000 out of a total circulation of over 900,000 saw the banner promoting 'Twelfth Night' in June this year. Many of the promotions often fall into the category of 'things that money can't buy', and are tailored to specific cinemas and areas. Film Studios also get involved in specific promotions. In June, Universal produced a bespoke onscreen IDENT, complimented by in cinema POS, email and online assets to offer members the chance to win a family holiday to Universal Resort, Orlando, if you booked to see 'Despicable Me 2'. This campaign generated over 19,000 bookings.

Results Year on year growth in membership from July 2012 to June 2013 is currently at 21.6%, and both open and click through rates on email campaigns are well above the industry average. In addition to the mainstream promotions, highly targeted campaigns aimed at promoting specific venues, such as IMAX screens and 3D showings, generally see great success. Calculating ROI is difficult as all work is delivered by the internal team with no external agency involvement.