We are proud to present our client's award-winning campaign showcasing Cinépolis India, which was previously recognised at the CMO Asia Awards for Excellence in Branding and Marketing 2017. Cinépolis India, a division of the famed Mexican Cinepolis megaplex, became the first foreign exhibitor in the Indian market.

Like any other brand, Cinépolis India aims to increase conversions and maximise customer engagement. Their original strategy entailed sending SMS and emails to their existing Indian database of active, inactive, and unmapped clients as part of customer engagement efforts. This bulk distribution-based strategy increased communication expenses and degraded the client experience, which led to a sharp decrease in engagement rates.

The key difficulty was with data handling. The creation of a coherent and organised database was essential. Executing precisely targeted marketing initiatives to increase engagement also presented a challenge.

In order to address the data difficulty, Netcore's marketing technologists skillfully separated the existing email and phone number information into active, inactive, and transactional clients. An innovative consumer engagement campaign with a captivating contest offering the chance to win free movie tickets for a year was created. Customers were encouraged to enter the contest by completing a form that required important information including their mobile number, email address, gender, city, and preferred films.

The database (including cellphone numbers and email IDs) was then targeted with customised email and SMS outreach. To draw in more participants, a missed call number was advertised on social media and at theatres.
Email subject lines and body copy for each segment were customised. There were two emails sent out as reminders, each with unique information and offers. Missed call campaigns resulted in SMS acknowledgements with reminders and links to contests.

Unique codes were swiftly sent via SMS and email upon registration, enabled by the omni-channel Marketing Automation platform (Netcore smartech).

The outcomes were incredible:

1) 44% email open rate, 20% SMS click-through rate.
2) 13,410 email user registrations, 34% click-to-fill conversion. 1
3) 7,600 SMS user registrations, 30% click-to-fill conversion.
4) 7,618 mobile user registrations, 23% click-to-fill conversion.
5) An impressive 87% overall customer response rate.

For more information, check out: https://netcorecloud.com