A special programme for Finnish moviegoers
In spring 2017, Finnkino was preparing to launch a completely new customer loyalty programme called “Finnkino Lab”. Its goal was to attract more moviegoers to Finnkino’s cinemas. Finnkino looked for experienced communications partners who could raise awareness and interest in this initiative by preparing an emotion-filled recruitment campaign. For this task, the cinema chain teamed up with MC Engage and MC Performance.
MC Engage and Performance helped Finnkino in concepting and creating the customer loyalty programme as well as producing supporting content.
Showing the power of film through emotions
For this project, MC Engage created an original concept for a video. During early discussions with Finnkino, the idea of “The Great Feelings Community” was developed. Its key motif was to portray the full spectrum of emotions that cinema-goers experience. It also played on the idea that these are shown by Finns mainly or perhaps even only in movie theatres. The created video would feature a special twist: viewers would not be shown what triggers the on-screen emotions until the final moments of the video, when it is revealed that they are being expressed by people sitting in a theatre and watching movies.
MC Engage was responsible for the full scope of work on the video project. A script was prepared by its in-house audio-visual team, and casting sessions were organized to find the best-suited talent among both new and experienced actors. MC Engage was also responsible for handling all the production aspects, from shooting to video editing, as well as additional still photography that was used in the campaign.
“Our project progressed along a fast schedule. What made it great was that MC Engage was quite flexible, but always focused on a high-quality outcome”, notes Finnkino’s CRM Specialist Sina Aalto.
Careful management and quick execution are key to success
The final cut of the video was needed on a tight deadline — within just a month of the project’s start. This required a laser focused approach to both project management and execution. Thanks to careful and efficient planning and performance by the MC Engage team, the ambitious goal was achieved within the established timeframe.
“Communication with Finnkino representatives went very well and made the whole process smooth. Thanks to good decisions during casting, we managed to get the perfect performers for this video. You could feel the emotions in the air!” says Riikka Lavaste, who managed the project at MC Engage.
The video and associated photography were received very warmly by Finnkino’s representatives. The video was used even beyond movie theatres — in social media and at Flow Festival, one of the biggest cultural events in Finland. Finnkino noted an impressive boost of interest in the programme and an increase in subscriptions after the campaign’s launch.
“The finished video was received very well among both Finnkino staff and customers, and it was perceived as truly high-quality. Thanks to the campaign, we have already received many new members to our community”, concludes Sina Aalto.