Resorts World

Cinema Roulette

Resorts World Manila, one of the premiere entertainment complexes in the Philippines, wanted to further grow its base of customers and increase foot traffic to the complex. Specifically, it aimed to reach out to and connect with Filipino Millennials, who don’t consider Resorts World Manila as a priority destination for urban entertainment and leisure. The “World of Luck” campaign was created to capture the idea that in Resorts World Manila, luck can just be within anyone’s reach. This campaign idea was executed in multiple venues over the course of 12 months. One of which was in the cinema, where we created the first Cinema Roulette by transforming the 330-seat cinema into a live roulette game. The cinema's walls and floors were covered in green, and the seats were refitted with red and black covers, with each seat displaying a number. On the screen, right before the film began, we displayed the familiar cinema seat layout, but this time appearing as numbers on the roulette table. Then, using a specially created randomizer app, a roulette ball shot out and fell into one seat, winning that one lucky person on it one million pesos. The event was captured on video, and turned into a short film that was seeded online via social media. 

Cinema Roulette

Resorts World Manila, one of the premiere entertainment complexes in the Philippines, wanted to further grow its base of customers and increase foot traffic to the complex. Specifically, it aimed to reach out to and connect with Filipino Millennials, who don’t consider Resorts World Manila as a priority destination for urban entertainment and leisure.

The “World of Luck” campaign was created to capture the idea that in Resorts World Manila, luck can just be within anyone’s reach.

This campaign idea was executed in multiple venues over the course of 12 months.

One of which was in the cinema, where we created the first Cinema Roulette by transforming the 330-seat cinema into a live roulette game. The cinema's walls and floors were covered in green, and the seats were refitted with red and black covers, with each seat displaying a number.

On the screen, right before the film began, we displayed the familiar cinema seat layout, but this time appearing as numbers on the roulette table. Then, using a specially created randomizer app, a roulette ball shot out and fell into one seat, winning that one lucky person on it one million pesos.

The event was captured on video, and turned into a short film that was seeded online via social media. 

Result

The Cinema Roulette video became the 4th most Viral Video on Youtube (based on the 2H 2015 Philippines YouTube Ads leaderboard). Most importantly, the video resulted in an 8% increase in visitors to Resorts World Manila’s Cinemas.