Mars wanted to change the behaviour of cinemagoers and make their range of confectionery the natural accompaniment to any movie experience.
The strategic concept was to create a central hub for everything that is cinema: reviews, trailers, interviews, ticket sales etc. therefore defining its place in the category and associating all of its products and offers thereafter. BigScreenTreats was the pitch winning concept used to convey the campaign, with iconic film lines helping carry the strategic and tactical offerings.
The campaign lockup drew its inspiration from the red, green and blue lighting used to show the movies. The bright colours and bold type helped add a fun, FMCG aspect.
The strategy aimed to push all consumers online, making BigScreenTreats.com a hub for all cinema enthusiasts.
Generic and tactical advertising were used, with the medium and environment being used as a prompt to any communications.
BigScreenTreats.com was designed to be a natural destination for anyone wanting to find out what was going on in the world of cinema.
To entice cinema chains into a partnership with Mars, A2 movie-style posters were proposed detailing the campaign toolkit.
A microsite featuring a Virtual Reality programme would also be available, allowing them the opportunity to view the offerings modelled on their own venue.
All avenues of the customer journey were considered.