Buy One, Get One Promotion 2021
For 2021, Movies Anywhere did their BIGGEST. OFFER. EVER. With four participating Studios and three participating retailers, the promotion was buy almost any movie in our 8,000+ movie library and depending on what Studio you purchased from, you got a second movie free.
My team was responsible for creating the overall campaign look and feel. Once approved, we worked with a digital creative agency PartIV to build out promotional videos and Studio creative assets. We were also responsible for all emails, social media assets, pr assets, landing pages, and retailer partnership creative.
ROLES
Art Director, Designer
DUTIES PERFORMED
Design, Digital Marketing, Print + Web Design, Product Design
*OFFER ENDED APRIL 2021
This One is For the Collectors
We updated our Collector’s brand spot to have an end card for the promotion. This specific spot was featured IP and films from all four studios and then we had to make individual spots and end cards for each Studio to use on their social media.
Warner Bros. produced this spot using our BOCO Style Guide and assets. This spot uses specific WB clips, IP, and graphic elements. *OFFER ENDED APRIL 2021
Example of a Studio specific end card we worked with PartIV on. We had five versions (1 extra for 20th Century Studios) and each Spot had individual IP, BOCO graphics, and Bonus Movie promo card. *OFFER ENDED APRIL 2021
Results
24%
Overall lift in purchases
224K
Eligible movies purchased
22K
Registered after participating in the Offer
Challenge
Marketing asked us to come up with promotional key art, emphasizing visually that this was Movies Anywhere’s BIGGEST. OFFER. EVER. with over 8,000+ movies eligible for the ‘Buy One, Choose One’ promotion.
Messaging & Positioning
The Editorial Lead had three messaging pillars he had to communicate for every promotional piece: breadth of content (Purchase from thousands), create a sense of urgency since the offer only exists for one week, and the bonus movie opportunity (distinguished by ‘On Us’).
Design Pillars
I came up with three design pillars, based off the editorial and content strategy: Think Big, Think Possibilities, and Think Collector. These pillars were to inform the designers, the agencies and the Studios behind our thinking. Since it was important to communication this was our BIGGEST. OFFER. EVER. I wanted everyone to think BIG, but also remember that a purchase or a redemption in this offer will unlock many product features in MA for the collector. Finally, thinking about the Collector as long of our bonus titles were from the catalog or a cult following—encouraging 4K UHD upgrades or complete the Franchise sets.
Concept
We created this movie tile by doubling the Movies Anywhere app icon shape to fit the key art in both portrait and landscape size. The concept was ‘Movies Anywhere brings your movies together’ and the app icon interlocking in different direction—many pieces coming together to form a whole.
Talent & Studio Creative Guidelines
We had several talent and studio creative guidelines we had to adhere to in the final Multi-Studio keystone: what movies to feature, what movies could mingle with cross-Studio titles, which talent could not have their faces cut off, and which talent could not have their title treatments cut off. After we had the Multi-Studio complete, we had to break it out and create a specific texture for each Studio, since on their own materials Studios will not promote other Studios.
Solution
Using our Movies Anywhere brand containers, we were able to add depth and imply a large amount of eligible titles as the key art continued behind the container with no end in sight. It was important to have keystones that emphasized both the thousands of eligible titles you could purchase in the offer as well as bonus title keystones that emphasized what movies you would be able to pick from. We supplied both concepts to our Studio partners.
Multi-Studio Buy One, Choose One Ad | Art Direction
Concept & Design by Chris Sequeira, Production by Allison Rabelo
20th Century Studios
Walt Disney Studios
Sony Pictures
Universal Pictures
Warner Bros. Pictures
Multi-Studio Bonus Film Ad | Art Direction & Design
Concept by Chris Sequeira, Production by Allison Rabelo
20th Century Studios
Sony Pictures
Universal Pictures
Warner Bros. Pictures
We Delivered 180+ Final Assets
600+
Mockups, Comps, Versions & Revisions
13
Animations, motion graphics, and videos created in-house
68
Multi-Studio key art used for 12 key art grids
10
Bonus title key stones used in video end card spots
52
Purchase eligible title keystones in four sizes
6
Custom, tailored toolkits and Style Guides for internal, Studio, Retailer, and Performance Marketing partners
TEAM
Director, Product Design // Guy Schackman
Director, Marketing // Courtney Wachs
Sr. Manager, Editorial // Eric Anderson
Sr. Social Media Specialist // Olivia Duncan
Lead Product Designer // Meghan Toomayan
Art Director & Design Manager // Nicole (That’s Me!)
Lead Designer // Chris Sequeira
Production Designer // Allison Rabelo