Odeon: Premiere Club
Claire Gostling, Sioned Davies.
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.