American Express Openair Cinemas

See how we drove a 42% increase in transactions whilst reducing acquisition costs by 19% in the first year

42%

Increase in transactions
from paid media

19%

Decrease in
cost-per-transaction

16%

Increase in
conversion rate

67%

Increase in click-through-rate (CTR)

AMERICAN EXPRESS OPENAIR CINEMAS

The Challenge

American Express Openair Cinemas is one of the largest outdoor cinema activations, bringing live music, food, fun, and the greatest films to 10 spectacular and iconic locations across Australia and New Zealand. Their integrated festival approach provides an unforgettable experience for the whole family by merging the spirit of summer with iconic venues under the stars.

Strengthening their digital strategy has significantly contributed to their growth. More importantly, despite operating in a saturated market, their return from digital marketing continues to grow year on year.

Openair Cinemas partnered with Pais Digital to execute an audience-first approach. This translated into deploying a multi-channel strategy that drove a 42% growth in transactions, a 16% increase in conversion rate, a 67% uplift in click-through-rate (CTR), and a decrease in their overall cost-per-transaction by 19% in the first 7 months.

Learn how Openair Cinemas scaled transactions and increased their digital marketing ROI.

Key problems

Highly saturated market with competitor events running in similar locations.

Lack of differentiation and brand identity, with customers not having a close affinity to a specific event.

Inefficient strategy with a high cost-per-transaction, making it hard to scale ticket sales.

Very little first-party audience insights due to weak campaign structure.

Our Strategy

As Openair Cinema’s incumbent digital agency partner, first, we initiated a comprehensive audit of their current strategy and digital infrastructure that was managed under their previous agency. We then conducted a thorough deep dive to identify and profile their target audiences across the 10 different locations. Once we knew who and where their high-value customers hang out, we carefully selected the most cost-effective digital channels to attract, target, and convert their most valuable audiences who were more likely to purchase.

With each venue running different sessions and films, we built automated rules to allow us to turn off specific campaigns in real-time based on ticket sale fulfillment and expired sessions, reducing wasted spend on traffic that wasn’t going to convert and significantly increasing conversion rates in the process.

To manage adverse weather conditions, a more holistic and fluid approach to budget management was adopted. This ultimately unlocked greater insights to more effectively manage budgets across channels, locations, campaign phases, and audiences, and ensure we hit their core campaign objectives of growing online transactions and reducing their cost-per-transaction from paid channels.

Performance was not only closely monitored on a daily basis for each location but also analysed against the same day the previous year to track YoY growth. Previous year performance trends from each location were also used to forecast seasonality and define campaign flighting to deliver better performance during key promotion periods and popular screenings.

Built automated rules to manage campaign status in real-time and reduce wasted media spend.

Completely restructured Facebook Advertising campaigns to help scale activity and drive more online transactions.

Highly targeted PPC campaigns to capture high-intent audiences who are ready to buy.

Unlocked further audience segments to increase reach and drive more qualified traffic to their website.

“Being one of the largest outdoor cinemas in Australia and New Zealand, we required a digital agency capable of managing our large event portfolio in a highly competitive industry. Pais Digital delivered a fresh new approach to how our digital strategy was managed and has now altered the way we market future events through critical insights they discovered and transferred back to the business. Despite a difficult first season affected by bushfires, they were still able to significantly increase conversions by 42% and reduce our acquisition cost by 19%, which is beyond amazing. The team has extensive digital knowledge and is always available to answer any questions that we have. Absolute pleasure to work with.”

Marine Grangier – Marketing & Film Program Manager

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