UCI targets students using comedic ads for ticket discounts

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

students.



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

screened.



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

market."