The Screen Cinema – ‘Cinema is Back’ Launch Campaign

 

"Windsor has been without a cinema experience for 35 years". Salamandra created a campaign for The Screen to launch their exciting new independent cinema with style and impact.

As an independent business competing against already well-established chains, The Screen needed to stand out visually and generate fast engagement. For the big launch in July 2018, Salamandra took a three-prong approach to building brand awareness quickly – firstly developing a strong visual brand that would be instantly recognisable. Secondly, rolling this brand out across media platforms in eye-catching print advertisements, an animated ident for usage before every film showing, and sleek website; and finally launching across social channels with a contemporary and relatable tone of voice.

 

The Beginnings of a Brand

Starting with developing a strong and easily identifiable brand, Salamandra worked with the client to define colours and typography that would make up the logo. We decided on the limited colour palette of Citrine, Black and White, to create a brand that would feel contemporary and on-trend, with a touch of retro inspiration.

Beyond the logo, the concept for the visual brand was primarily around the creation of a bespoke icon set, and stylised illustration of the venue. Much of the messaging in the launch was to focus on Windsor finally having a cinema after an extended absence of 35 years. So we incorporated the use of the very recognisable local building, stylised to this new brand, in the core branding materials aided with this association.

The edgy icon set of cinema-related motifs was created for use across the print collateral, website and social campaigns, as well as for wayfaring in the venue, in order to create consistent signposting. Salamandra is continuing to work with The Screen on expanding this icon set to cover future initiatives, loyalty programmes and campaigns, within the same identifiable style. Salamandra brought together these branding elements in a comprehensive brand guidelines document, to ensure all further internal and external communications or installations are consistent and on brand.

 

The Digital Kick-off

The next step in preparing The Screen for the launch was to create a sleek and accessible website for online booking and information that would slot easily into the parent site. Salamandra worked with the ticketing provider to create a clear user experience, within the established brand aesthetic. The website was designed for a content management system, so that the client could easily manage and update the scheduled films internally.

At this stage, we also launched The Screen on social platforms including Facebook, Twitter and Instagram (which we also branded), and begun a very successful social media campaign to raise awareness of the opening and grow the cinema’s digital audience and followers. Within the 2 weeks prior to launch, The Screen’s Facebook page grew from 0 to 860 followers organically and reached 21,500 people. To put that into perspective, the population of Windsor is only 32,184. The initial launch post, which was carefully targeted and shared to locally established target audience groups, gained 136 shares, 18,609 impressions and 174 likes, gaining the Screen 539 followers the very first day.

 

The Countdown

Once the Screen’s digital presence was established, they could take to the streets and start creating a buzz in the lead up to the launch. For this we created a number of print collateral pieces, including leaflets and posters to be placed in local shops and establishments - these played around the visual iconography – particularly the popcorn and building illustration, and the main campaign theme of ‘Cinema is Back’.

With the launch date set, Salamandra helped The Screen strategise and create collateral for the big launch. We designed and printed ‘Golden Tickets’ for the private opening, sent in the post in branded envelopes to give a sense of exclusivity and grow the buzz and using this popular cinematic reference.

 

The Big Day

For the launch night itself, Salamandra created branded collateral for goody bags, which included whacky Gin and Tonic popcorn and fancy sweets, including branded fridge magnets and stickers, which created excitement and were handed out by usherettes. The ‘pièce de résistance’ created by Salamandra and debuted The Screen launch night was a 2D animated ident with music and sound effects, designed to be played before film showings, reinforcing awareness of the brand. Utilising a blend of the clear brand aesthetic, with retro cinema effects and a little humour in the sound design; we crafted a short animation that encapsulates the tone of voice of The Screen, and on the opening night garnered a round of applause.

 

Ongoing Success

After the launch campaign, Salamandra’s work with The Screen is on-going, creating additional content, illustrations, and campaigns. We are continuing to manage their social media channels, refining the playful and inclusive tone of voice, to appeal to the cross-generational audience. We were passionate about crafting The Screen’s brand and are proud to have helped create a stand out identity for a brilliant Film hub within our local community.

 

Highlights

Rapid development in Brand Awareness, with high local uptake in ticket sales online and at the venue.

Strong growth in social followers in a short period of time – over 1000 followers, with regular active engagement and sharing of content, creating excitement and unearthing infectious nostalgia.

Local community has had a positive reaction to The Screen branding, including Windsor shops and establishments placing The Screen print collateral in their windows and even a local iconic men’s fashion store devoting their entire shop window display to The Screen’s launch!