This enormous prize is sure to see a rise in attendance figures as movie-goers queue for a chance to become South Africa's first ever Movie Millionaire.
“Our business objectives are firmly focused on getting viewers to experience the excitement around Oscars® and enjoy the nominated movies on our big screens,” says Michelle Roodt, Marketing Executive of Ster-Kinekor Theatres. “This is our first promotion with brand activation agency 34, and we are very excited about their sales driven approach to marketing, and the benefits their thinking can provide Ster-Kinekor.”
34 was appointed to handle the Ster-Kinekor business in October 2007, when a shift in business strategy forced Ster-Kinekor to relook their relationship with their incumbent agency.
“We were looking for more than just big advertising and ‘fuzzy' marketing solutions. We need a clear brand building and sales focused approach to our business, and brand activation agency 34 has the headspace and expertise to help us take our business to the next level,” Roodt explains.
To enter this star-studded competition, customers simply need to buy a movie ticket and sms their ticket number to 34487. They will then receive an sms back, containing a unique list of 10 Oscar® Nominees. If all their nominees win on Oscar® night, they win R1 million! Media support came in the form of a call to action 30” television commercial flighted on SABC channels, supported by some hard-hitting point of sale at all Ster-Kinekor's Classic and Nouveau theatres.
“The insight for this campaign came from the iconic Oscars® moment where the ‘golden envelope' is opened and 'and, the winner is . . . You, the Ster-Kinekor consumer!' "Participants are pulled right into the centre of the Oscar® experience making it the kind of marketing we believe in,” says Morne Fourie, Head of Activation at 34. “On top of that, it's impactful, measurable and activates the brand on the most crucial of levels, impacting positively on sales whilst also elevating the brand's status among consumers. There's simply no better way to ensure ROI than taking the brand to the target market and ensuring positive interaction.”
Promising the consumer this level of engagement on top of the best entertainment experience in town, Ster-Kinekor's Oscar® Movie Millionaire is sure to be a box office hit among moviegoers throughout South Africa. About thirtyfour:
thirtyfour is a brand activation agency where creativity counts - not just for creativity's sake, but strategic, channel-neutral solutions that create demand in the minds of consumers and ultimately deliver genuine results. It promises liberated thinking to get out of the rut of traditional advertising campaigns. thirtyfour has been built on the talents of founding partners, Morné Fourie, Andy Sutcliffe and Richard Phillips, combining in-depth knowledge of retail, digital, experiential, direct and sports marketing.