Cathay Cineplexes

THE PROPOSAL

one

Our interpretation of the task

two

Campaign strategy

three

Programme Outline

four

Measurement & success

What You Said

INFORM

Raise awareness of the new

loyalty card amongst the youth

ENCOURAGE

Get the youths to purchase and

use the loyalty card regularly

ENGAGE
target audience: YOUTHS (18-34 years)

Increase communication between

Cathay Organization and youth online

The Situation
Youths spend less than 10 hrs/week
with family members
National Youth Council (2013)

About 50% of Singaporeans are not

happy with the total no. of hours
spent with their families
Families for Life, NGO (2014)

A percentage of
schoolmates/colleagues/friends
dont have strong bonds
Singapore Polytechnic (2013)

There is an increase in use of

online platforms (4.8 to 5.5 hrs/day)
Singapore Polytechnic (2013)

The Problem, Our Opportunity

Need for entertainment

Hardly any time spent with family & friends

B. F. F.
BONDING

FAMILIES

&

FRIENDS

A creation of close friendship between youths, often as a result of shared experiences.

What is bonding ?

ABOUT THE BFF LOYALTY CARD

Stored value lifetime loyalty card

Spend within 3 months to retain membership
Customized name and design

ACTIVATION

Purchase card for $25 and get $20 stored value

Activate online and automatically given 10 points

TOP-UP VALUE

Minimum top up value is $10

Given 20 points per $10
Must top up in multiples of $5
1.5 times more points when you top
up $50 and above (15 points)

PERKS & PRIVILEGES

$7 weekday tickets (Mon-Thurs, excluding PH)

2 free movie tickets of choice during birthday month
10% off all regular items on all days
Special movie previews
Member-only events

PERKS & PRIVILEGES

Every $5 spent is rewarded with 10 points

Get a friend to sign up and youll be given 50 points

100 points: 1 movie ticket of your choice

150 points: 1 movie ticket + food combo
180 points: 2 movie tickets of your choice

Mobile Application

Online Application for Loyalty Programme

Account Details
Transaction History
Latest Updates and Promotions
Terms and Conditions

Note: A pin or password is required to log in,

NRIC as the username

Key Messages
Having a strong bond with your
family and friends is rewarding.

#1

Cathay offers all you need to be

your ultimate bonding place.

#2

Platforms

Supports Cathays direction

in going
towards digital
DIGITAL
media and online virality.

Makes use of sensory and

experiential potentialities
of
events to directly
TRADITIONAL
TRADITIONAL
communicate intended
messages for the youths.

Programme Outline

Timeline Snippet
Pre-publicity

Publicity

Publicity (continuous)

Cathay Amazing Race

Video Montage

RP BFF Horror Night

Photo booth

BFF Series

Marketing Materials

Roadshows

Weekday Promotions

Media Release
Social Media & EDMs
Bloggers
Broadcast
Brochures

Programme Outline
PRE-PUBLICITY

Pre-Publicity
MEDIA RELEASE on Cathays corporate website
SOCIAL MEDIA PROMOTION using Cathay Cineplexes accounts
BROADCAST advertisement on TVs at Cathay

BLOGGERS as influencers and ambassadors

EDM using Rebel database
BROCHURES available over the counter

Programme Outline
PUBLICITY

EVENTS

SOCIAL MEDIA

Cathay Amazing Race

RP BFF Horror Night
Roadshows

Video Montage
Instagram your BFF
Photo booth
Social Marketing Materials

BFF Series

PUBLICITY

SALES PROMOTIONS
Weekday Promotions

EVENTS

Cathay BFF
Amazing Race

STEPS

Teams and their celebrity leaders

get to know each other and learn
more about the BFF card

We will give them a clue in the

form of rhymes to the first location
where the first puzzle piece is at
(Anywhere in or near Cineleisure)

The team leader will tell them the

mini challenge after collection of
every 2 puzzle pieces - the card
will contain mini challenges that
promote bonding

When all 10 puzzle pieces are

pieced, they will return to the
starting point and be asked to list
one benefit of the BFF card. First
one wins grand prize.

MINI CHALLENGES

1.
2.
3.
4.
5.

The back of the puzzle piece will

have another rhyme clue that leads
to the next place. Each puzzle is to
be collected.

How well do you know your friend/family?

Push-ups with person on the back
Hand tangle game
Back to Back drawing
Fish for prizes

RP Event: BFF Horror Night

SCHEDULE
5pm - 6pm: YouTube videos screening, grab food, drinks and
sign up for the loyalty card, obtain movie marathon
screening set list
6pm - 11pm: Movie marathon, with 15 minutes break in
between every movie
* F&B booth will be open they have run out of food
& BFF card booth will be open all night

MOVIE SCREENING
Classic horror movies
*There will be jump scares during the movies

RP Event: BFF Horror Night

Official hashtag: #RPBFFHN
Setting: Dark room, beanbags, glow lights, scary decorations

Cathay BFF card booth sign ups:

Free card, $5 for customization+ $2 Cathay F&B voucher + BFF laptop stickers
RP F&B booths:
Popcorn machine + drinks + pizza from North Canteen
Manpower will consist of RP students given CCE points

Filmed and photographed event

PUBLICITY: EDM blasts, collaterals, word of mouth, social media

Roadshows

SOCIAL MEDIA

Social Media : Content Calendar

@CATHAYCINEPLEXES
Use original photo edits
Lessen use of hashtag
Write meaningful and
engaging captions
Have an informative bio

@CATHAYCINEPLEXES
Tip: Use humour

Post custom tweets

Use multimedia
Have an informative bio
Add relevant header
Remove direct link to
Facebook (spam)

Video Montage
TARGET:
Groups A & B, 18-34

WHERE:
Sharing the idea of BFF from the youths themselves to
show the feeling were trying to evoke.
1.
2.
3.

What do you like to do in your free time?

Do you like to watch movies?
With friends or alone? Why?

Digital (Pre-Show, outside theatres)

Social Media (YouTube, shared on
Facebook, Instagram and Twitter)

BFF Series

EP 1: Video Montage

EP 4: 10 Types of
Movie-Goers
with Ryan Sylvia

EP 2: How well do you

know your BFF?
with the Sam Willows

EP 3: Cathay BFF
Amazing Race
with celebrity players

EP 5: 10 Ways to
Use the BFF card

EP 6: 10 Movie
Impersonations
with TheMingThing

with WahBanana

Instagram your BFF

Share a photo of you and your friend/family
member and tell us what you appreciate about
him/her. @cathaycineplexes
#cathaythanksbff

Most Creative Photo

Most Heartwarming Caption

Photobooth Madness

Take a photo with your family and friends at the NeoPrint photo booth
outside the theatre and grab it from our Facebook page! #cathaybffbooth

Best Photo for the Movie

Marketing
TARGET:
Movie fanatics, 18-34

WHERE:
Social Media
(Facebook, Twitter, Instagram)
Cathay Cineplexes
(Pre-show, poster)
YOURE WELCOME.
#MARATHONMON

Marketing
TARGET:
Group B, 26-34

WHERE:
Social Media
(Facebook, Twitter, Instagram)

#TWOFORTUES

SHARE THE SAME SCREEN AND

BE CLOSER THAN EVER. LITERALLY.

Marketing
TARGET:
Group B, 26-34

WHERE:
Social Media
(Facebook, Instagram)

THE ONLY REMEDY YOU NEED IS

#WINDDOWNWED THE BFF CARD AND SOME COMPANY.

Marketing
TARGET:
Groups A &B, 18-34

WHERE:
Social Media
(Facebook, Twitter, Instagram)
Cathay Cineplexes
(Pre-show, poster)
YOU DONT NEED A TIME
#TBMOVIETHURS MACHINE TO GO BACK TO THE 80S.

Marketing
TARGET:
Group A, 18-25

WHERE:
Social Media
(Twitter, Instagram)

#FASTTRACKFRI

IT REALLY ISNT AS FUN WITHOUT

THE BIG SCREEN AND MANY FRIENDS.

PROMOTIONS

Weekday Promotions
Movie Marathon
Monday

Two for
Tuesday

Wind Down
Wednesday

Throwback
Thursday

Fast track
Friday

A marathonPurchase
of their favorite
Monday
Forseries
every
non-card
holder
that
you take
a ticket film
using
your every
BFF card
and
treat
a friend
or with you to the
Every
last
Thursday
theyoumonth,
favorite
thats a public holiday or during
the
school
term
breaks.
receiveall-time
5 points.
family
member
tomovies,
aofmovie!
movies
screened
every cinema. Loyalty card
$1 offwill
anybefood
comboatand
holders
free
non-members
E.g. Fast & Furious, The
Lord
of get
the
Rings,admission;
Jamesworking
Bond,
$6.50
movie
tickets
AFTER
hours. have to pay $5.
Mission Impossible, Toy Story, Star Wars
For card holders: Bring a non-member friend and he/she
will get a 50% discount. You will receive 10 points.

Timeline
JUNE 2015
Production for
BFF Series
Pre-publicity
for Horror
Night

JULY 2015
Launch of card
and mobile
app
Start of photo
booth
Start of BFF
promotions
Video Montage
BFF Horror
Night
Instagram
your BFF
Roadshows

AUGUST 2015
BFF series
End of
Instagram
contest
BFF
promotions
Photo booth

SEPTEMBER 2015
Cathay BFF
Amazing Race
BFF
promotions
Photo booth

Budget
Roadshows
($500/school)

Mobile
Application

Cathay
Poster

($5,000)

($50)

Promoted
Tweets

RP BFF
Horror Night

($2,000/month)

($3,000)

BFF Series
($1,000)

Cathays
Amazing
Race
($25,000)

Measurement and Success

BFF Series
Views
Engagement
per episode

Weekday
promotions
Registrations
Social media
engagement
Weekday hashtags

Cathay BFF
Amazing Race
Sign-ups
Social media
publicity
engagement

Photobooth
Customers
Facebook
engagement
#cathaybffbooth

Media mentions, revenue, sign-ups

Instagram
Contest
Photo submissions
Engagement
#cathaythanksbff

Roadshow
Membership
sign-ups

RP BFF Horror
Night
Attendees
Engagement with
publicity efforts
Membership signups
#RPHITD

Social Media
Engagement
Followers

Thank
You