The Ster Kinekor movie house at the Westgate Shopping Centre in Harare, Zimbabwe, required Digitata Insights to run a campaign to increase movie ticket sales.
The Westgate movie marathon “Get a free movie ticket campaign” was run in Harare West and the cell towers in close proximity to the movie house were activated, and a start of call notification was used to inform consumers about the campaign. A selected genre was added within the campaign, utilising dynamic vouchering which was redeemable directly at Ster Kinekor box offices.
A total of 100 407 messages were sent for this campaign and 24 0153 unique subscribers were reached, which meant a frequency of 4 messages per subscriber. From the unique subscribers reached through the marketing message, 11 858 requested vouchers, resulting in an astonishing redemption rate of 48.68%!
The campaign increased tickets sales by 28% that weekend, with a CPM (cost per thousand) of $4.80, which meant the campaign cost was $480. In addition, the client received valuable feedback on which genres of movies the consumers enjoyed the most.