Category: Best Use of Branded Content & Sponsorship
Advertiser: KINEPOLIS
Product/Service: THE MOVIE COOK BOOK
Agency: BOONDOGGLE
Marketing Kinepolis Belgium/Senior Product Manager: Séverine Smetz (Kinepolis)
Creative Directors: Hans/Raoul (Boondoggle)
Publisher: Borgerhoff & Lamberigts (Borgerhoff & Lamberigts)
Media placement: / - / - /
Insights, Strategy & the Idea
People really like going to the cinema. But often, when they start making plans for the evening, cinema just doesn’t cross their minds. We wanted to get into the everyday life of families, so they would think about cinema a lot more.
Creative Execution
For Belgian cinema Kinepolis, we created “the Movie CookBook”. A cookbook with recipes from dishes served in well known movies. Like the Ratatouille from ‘Ratatouille’. Or the Gnocchi from ‘The Godfather’. Or the Noodle Soup from “Kung Fu Panda”.
The Movie Cookbook contains 40 recipes complete with facts and figures about the movie. Which does not only proofs that Kinepolis is passionate about movies, but it also makes people think about cinema, outside of the cinema.
Results and Effectiveness
Due to the overwhelming success of the first edition (7,000 copies) Kinepolis is now considering launching a second edition.