Brief
Mars Wrigley was embarking on a major new initiative to install M&Ms Colourworks mix stations into Vue Cinemas’ foyers.
Using the pick and mix concept for chocolate confectionary was a new idea for Mars, Vue and for the wider industry.
Initially the stations were activated without any promotion, and although reasonably popular with cinema-goers, it was decided that a price promotion shown on the cinemas’ digital signage displays.
None of the creative design agencies on Mars’ approved supplier list had significant experience in creating content for cinema digital signage, which has its own unique challenges and opportunities, so an alternative supplier was sought.
It was also important to Mars that the content was produced in a short timeframe so that it could be deployed quickly.
Solution
Saturn was selected for the project due to its extensive experience in creating concessions-related content for cinema foyers. We also had experience of working with global companies and their strict brand guidelines.
Before commencing work, our creative team studied the Mars’ brief and the company’s guidance relating to the use of the M&Ms characters to fully understand them.
We then set about creating content to help people understand the mix station concept, incorporate Vue’s price promotion (there were two versions for different cinemas), and create excitement around using them in just a few seconds.
The work generated was turned around in two weeks and was immediately signed off by Mars’ brand guardians and deployed.
The creative work was displayed on the displays embedded within the mix stations, and on the foyer digital signage displays in 36 Vue Cinemas.
“I’ve been very impressed and will certainly go directly to Saturn for any cinema content we want to produce in the future. The creative work is of a really high standard. It’s on brief, turned around quickly, and it’s surprisingly inexpensive.
Lee Wickstead, National Account Manager – Cinemas & Leisure, Mars Wrigley Confectionery UK
Result
After just one month of Saturn’s creative work for the M&Ms Mix Stations being deployed, Mars requested a version of the creative work without the price promotion so it could be shown by Vue’s displays and on the Mix Station on an ongoing basis.
Lee Wickstead, National Account Manager – Cinemas & Leisure, Mars Wrigley Confectionery UK: “A video of the content Saturn created for the mix station promotion has been circulated around Mars UK and Europe as an example of best practice. When colleagues ask who created it, I’ve been only too happy to tell them about Saturn and recommend them.
“My dealings with the Saturn team have been great. When I asked them to turn work around within a tight timeframe, they took it in their stride and got it back to us before the deadline we’d set them. When I asked for small content tweaks to be made, they didn’t use it as an excuse to charge us extra fees, like some agencies I’ve worked with do.
“What I like most about Saturn is that they know cinema digital signage like the back of their hands. They know how something will look on a screen, and how quickly it needs to grab attention and what will work best in the relevant situation.”
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