My Portfolio
Proud Work no 1
Raise CGV differentiation brand awareness
Insight
Cinema market share in big to rural cities in Indonesia is so huge in term of geo-demography, only few player exist back in 2006 there are 21, Blitzmegaplex and local cinemas
The time CGV acquired blitzmegaplex in 2013, XXI enjoy most of market share, without customer awareness of other cinema brand is exist, people used to come to cinema just to watch movie then leave
I crafted differentiation message “Lebih seru di CGV” and make sure it consistently placed in every communication channel available, because our real competitior isn’t only other cinema but every leisure venue
Cinema encompasses multiple emotive dimensions (escape, release & reccharge, breaking boredom, social connection, relax, indulgence)
It closely competes with amusement park / playzone, sports venue, cafe & karaoke.
This is a threat to CGV that is why CGV need shape customer perception.
Near the end of 2018 with help from Nielsen we conduct marketing research resulting 79% awareness of CGV differentiation compare to 2016, and top of mind increasing 37% compare to 2016 although we still are not having the most market share.
Proud Work no 2
CGV as brand preference
Insight
Post pandemic around the globe, Cinema is reopen but its struggling due to government policy and people concern of an indoor venue like cinema
People think Cinema as least alternative hangout venue, in concern of covid-19 risk. Cinemas offer auditorium rental including CGV
I come up with fun & creative “Bioskop Sultan”, term sultan meaning he/she own the space for any occasion, without worry sharing a room with other people, we even create music video clip for it
What our competitor did:
What my team asked for:
What we deliver:
After we launch the communication through our social media platform, at the weekend number of cinema booking is surprisingly high, it booked almost every show time available at every site that open during that time, bioskop sultan become CGV’s popular services compare to other cinema rental, this program gain us quite revenue before 2nd wave of covid happen.
Proud Work no 3
Creative message that went viral
Insight
Price war between cinemas
People perceive CGV movie ticket cost more than XXI price, the fact is CGV location mostly on prime area which supposed to compared with XXI in similar area
In 2018 we had BANGSURIT (Bangku super irit) promo, we pranked people who can get even lowest movie ticket price with literally cheap plastic seat on april fool joke
The idea came from when we had lunch break at the canteen next to our office, we are seated on this plastic stool waiting for our lunch, My marketing comm manager Mas Wisnu said that he need a promo idea for april upcoming monthly marketing activity, one of his idea is cheap seat / bangku super irit, respond that I spontaneously throw idea what if CGV really offer lowest ticket price with uncomfy seat like what we sat right now? like literally plastic stool, would people still bought it? so we had this nice brainstorming session, knowing that this idea will be rejected because:
- involving business dev team & seek approval to management that we need to calculate the cost structure.
- cinema operation factor.
- it just won’t work. I am fully aware that the april fool will be next week I wanted to keep this idea alive so we consult to partnership marketing division maybe he can find a way how to cost sharing the movie ticket price with partner.
We proposed this idea to several of our payment channel partners, in which BookMyShow (BMS) interested in, BMS agreed to bear the cost of the ticket price as long as customer buy CGV movie ticket through BMS app with “bangsurit” promo code for specific period of time ( during april fool ).
After we get approval from our marketing director and management. I start draft storyboard of character name Bang Surit who plan to date in cinema with his GF, to bad he can’t afford movie ticket so CGV left him an option to buy the cheapest movie ticket : the “bangku super irit / bang surit”.
That time we gain impression and engagement triple than our bi weekly social media activity impression and engagement, we also get high amount of shares and coverages from some mass media like CNN and buzzes on some of internet forum.
