August 10, 2007 - by Katie Chatfield
Cinema Patrons Bowled Over
When was the last time you went bowling? The type of bowling with ten pins, a ball and a pair of shoes fit for a clown!I am guessing that it was years ago and a friend organised it for their birthday. Now, what was the experience like? After the initial reaction of 'what the hell am I doing here' you probably had a great night.
The challenge we faced was to help AMF reignite the bowling flame.
We needed to shift cultural perception of its brand, as people were simply not bowling.
The insight, showed people have a set group of activities when they go out with friends and plan their next get together, while they're out.
The insight, showed people have a set group of activities when they go out with friends and plan their next get together, while they're out.
To
force reconsideration of behaviour we aggressively set out to
infiltrate this entertainment hierarchy through comparative
communication via the cinema experience.
Results show for every $1 invested $1.75 was returned in incremental revenue.