The holiday season is the most important time for gift cards sales.
More than 50% of annual gift card sales happen throughout November and December. Empire Theatres challenged us to create a compelling and memorable campaign platform to generate top of mind awareness to remind people that when you give a card, you are in fact giving the gift of entertainment.
Working closely with our partners at Empire, we developed a concept based on the insight that gift cards are the key to entertainment. It's up to the recipient to use the card on what entertains them the most! For some, the gift card can become a ticket to drama, for others a ticket to action, and for others it can even be a ticket to snacks or a date.
Although it's too early to tell how much the campaign has helped increase awareness and sales of gift cards this season, we have helped create a national campaign that is based on an insight that can be flexible (and relevant) regardless of the time of year. The campaign showcases the gift cards and helps to increase brand awareness and recall in markets where Empire is new and looking to build their brand.