UCI is marking the start of the new academic year with a major
advertising push aimed at turning it into the leading cinema brand for
As well as a national press and poster campaign, the initiative will
include targeted e-mails and text messages highlighting offers
specifically for students, as well as information about films being
Manchester's BDH/TBWA has produced the campaign, which will underscore
UCI's claim to be the only major cinema chain to extend its student
discount tickets to weekends.
The advertising, directed at what UCI says is a media-aware and
discerning market, strikes a humorous tone, using a series of outlandish
people - from a man in a thong to a Chinese warrior, an Afghan hound and
a "scary lady" - who have been stamped "Does not qualify".
The campaign, using press, four- and six-sheet posters, washroom canteen
panels, building banners and student union bars, emphasises the fact
that the only condition needed to qualify for a student discount is to
be a student.
Meanwhile, the online campaign, devised by BDH's digital arm, will be
based on the segmentation of data gathered from the promotion.
Kate O'Brien, the marketing manager of UCI Cinemas, said: "Students are
an integral part of our business. As such, we understand that tailored
solutions beyond price are required. BDH's campaign communicates our
commitment to students in a quirky manner that will appeal to that