Cinépolis
2008 REBRAND 100 Winners > merit
Industry: Entertainment/Leisure - Below: Before Images Unavailable for Showcase, Rebrand Images, Summary, Credits
Summary: Industry Setting - Based in Mexico, Cinépolis is the biggest cineplex chain in Latin America, and 5th in the world. Today, it has 145 cineplexes and movie theaters in 24 states of Mexico, as well as cineplexes in Guatemala, Costa Rica, El Salvador and Panama. Cinépolis also features IMAX theaters in Monterrey, Mexico City, and Guadalajara. Cinépolis offers options ranging from the traditional movie theater, to VIP theaters with a wait staff and sushi, to multi-sensory cinema experiences. Challenge - In February 2006, Cinépolis hired Interbrand to provide a brand valuation analysis of both its traditional and VIP cinemas. In the process, it became clear that few differences existed between Cinépolis and its major, and fast-growing competitor. Interbrand was asked to develop the brand strategy and implementation that would drive Cinépolis toward clear differentiation whilst communicating to its clients, employees and partners that Cinépolis does in fact provide a fully immersive movie experience through all consumer touchpoints. Strategy/Result - The brand essence for Cinépolis, Vive el cine, is based on the credible positioning that via superior sight and sound, stellar customer service, and differentiated and clever movie-based communications. By basing in-store communications, advertising, and design on the creative appeal of Hollywood icons Interbrand redesigned key brand applications, ranging from website redesign to movie stubs, all of which tied together to form a cohesive look and feel for the new Cinépolis brand. Every implementation of the strategy concept developed reminds the audience that going to the movies with Cinépolis is more than watching the film - it is an immersive experience that can be enjoyed again and again. Credits: Client: Cinépolis - www.cinepolis.com.mx Brand Strategists/Designers: Interbrand Mexico City - www.interbrand.com [back] |
