SF – SF PLUS, PLUS THE NEW EXPERIENCE FOR THE MOVIE LOVERS
The main competitor used pricing strategy for marketing communication and drive sales to members. On the other hands, SF’s customers have not yet recognized SF member card. Therefore, SF aimed to create awareness of new SF member card and to achieve card sale target 750,000 cards in 2019.
SF Plus is the only card that consumers can customize any offers such as discounts, extras, seat upgrades and rewards. This is suitable for the needs of this generation which is constantly changing. The free card subscription is another factor that influences the target group to register. The hero film was created to demonstrate consumer insights, the different reasons to go to the movie. The film also showed the story of how Mr. Napat’s character had changed in multiple series. Whether he wants to relax, escape from work, take a nap, enjoy eating popcorn or go on a date. Whatever reasons you go to the movie you will get rewards because, SF plus, the more movies you watch, the more rewards you get.
As a result, we achieved over 6 million video views and SF Card is perceived as a value movie member card. The consumers also acknowledged and understood the benefits of SF Card.