CINEMA ROULETTE
| Title | CINEMA ROULETTE |
| Brand | RESORTS WORLD MANILA |
| Product / Service | ENTERTAINMENT |
| Category | B07. Use of Competitions & Promotional Games |
| Entrant | ACE SAATCHI & SAATCHI Manila, THE PHILIPPINES |
| Idea Creation | ACE SAATCHI & SAATCHI Manila, THE PHILIPPINES |
| Production | STRAIGHT SHOOTERS MEDIA Makati City, THE PHILIPPINES |
Credits
| Name | Company | Position |
|---|---|---|
| ANDREW PETCH | Ace Saatchi & Saatchi | Executive Creative Director |
| JAKE TESORO | Ace Saatchi & Saatchi | Creative Director |
| AIDON PANLAQUI | Ace Saatchi & Saatchi | Associate Creative Director |
| SWEET BARBON | Ace Saatchi & Saatchi | Copywriter |
| PAULO REYES | Ace Saatchi & Saatchi | Copywriter |
| WAX MONTESCLAROS | Ace Saatchi & Saatchi | Art Director |
| MAINE GATBONTON | Ace Saatchi & Saatchi | CLIENT SERVICES DIRECTOR |
| CLOE ESPANO | Ace Saatchi & Saatchi | GROUP ACCOUNT DIRECTOR |
| STEPHANNIE STEVENSON | Ace Saatchi & Saatchi | Account Manager |
| CHRIS MARTINEZ | STRAIGHT SHOOTERS | Director |
| KAREN STO. DOMINGO | STRAIGHT SHOOTERS | Producer |
| BUTCH GARCIA | STRAIGHT SHOOTERS | Production Designer |
The Campaign
We executed this in multiple venues over the course of 12 months. One of which was our cinema, where we created the world’s first Cinema Roulette.
Creative Execution
We created the world’s first Cinema Roulette by transforming our 330-seat cinema into a live roulette game, by covering the walls and floors green, and refitting the seats with red and black seat covers displaying each seat number. On the screen, right before the film began; we displayed the familiar cinema seat layout, only now it appeared as the numbers on a roulette table. Then, using a specially created randomizer app, a roulette ball shot out, and fell into one seat, winning that lucky person in it, Php 1,000,000. We then edited the event into an online film.
Describe the success of the promotion with both client and consumer including some quantifiable results
4th most viral video on YouTube (Philippines YouTube Ads Leaderboards: H2 2015). 8% increase in visitors to our cinemas.
Explain why the method of promotion was most relevant to the product or service
The work used a roulette and showed it on the screen to mimic a casino game inside the cinema.
We created an idea that promotes both the entertainment venues and gaming ones.