“Exclusive” is rarely the first thing that comes to mind when anyone thinks, “night at the movies.” But our client Cineplex is challenging that perception with its Cineplex VIP experience.

December 2011 marked the beginning of expansion plans for eight Cineplex VIP cinemas between Vancouver and Edmonton. The challenge for Cloud AdAgents was to create excitement and increase brand awareness in the 40+ target by communicating the value and key benefits of Cineplex VIP.

VIP means exclusive. Theatres are 19+ and only open to other VIPs, so children’s knees will never jab the back of your plush, oversized seat. VIP also means service. No more standing in line at the concession counter – VIP brings snacks and, where available, licensed bar service right to the comfort of your seat. (Did we say it’s plush and oversized?)

Cloud AdAgent’s solution compared the VIP experience to other premium events like the symphony, opera and ballet with cheeky copy. Copy like “you can’t get extra butter at the symphony” subtly speaks to Cineplex VIP’s unique balance between refined and accessible entertainment.  A high-end look and feel in the art direction reinforces the message.

The overarching message: Cineplex VIP cinemas deliver an exceptional entertainment experience that’s great value, and great fun.