Creative Case Study
Cineworld.
Making Cineworld the First Choice for Every Film
Cineworld approached One Day Agency with a clear goal: strengthen brand presence and create more consistent engagement beyond blockbuster release windows. The strategic response focused on building stronger mental availability through clear, USP-led messaging and loyalty-driven campaigns, helping ensure Cineworld remains front of mind regardless of what is on screen.
Central to the approach is an always-on creative system designed to evolve with Cineworld’s film calendar. Variants allow creative to stay relevant as new films arrive, while regular creative refreshes use performance data and audience insights to keep content fresh, reduce ad fatigue and continually improve how the campaign connects with audiences.
Services: Concept Development • Creative Direction • Graphic Design • Motion Graphics • Copywriting • Sound Design
Objectives
Strengthen brand visibility and consistency
Increase consideration beyond major release windows
Drive engagement and bookings through audience-led creative and targeting
Develop a flexible creative system that can scale and evolve across formats without losing brand consistency
Keep creative fresh and effective through ongoing performance-led optimisation
Creative Approach
Two distinct asset groups were developed: film slate creative promoting upcoming releases, and brand awareness assets designed to engage audiences at different stages of the funnel.
For the film slate creative, the challenge was to create a campaign framework that could perform consistently across channels while accommodating a constantly changing release schedule and a high volume of creative variants. The solution was a modular system that allows both individual film slates and What’s On content, showcasing a selection of monthly releases, to be updated quickly and efficiently. Built for scale, the framework can flex across new releases, seasonal creative, film categories such as Be More Childish and Event Cinema, and premium formats, while supporting the breadth of variants needed for Meta. For priority releases and formats, bespoke film slates can also be developed with tailored messaging and Cineworld footage, giving key moments a more distinctive creative treatment.
For the brand awareness work, creative was shaped around audience intent and how people engage with content on social. Awareness assets focused on building trust, familiarity and salience, while remarketing creative worked harder to turn existing interest into bookings. The creative was designed to feel native to each platform, using familiar social layouts, trends and graphic devices such as search bars and reminder notifications. By tapping into the visual language audiences are already accustomed to seeing in-feed, brand messaging feels more organic to the social experience.
Creative Execution
Across the campaign, the opening seconds of videos are treated as critical. Where the Cineworld logo leads an asset, the intro is fast and stripped back, allowing content to appear sooner. This creates a more seamless, native-feeling opening that hooks viewers faster.
Messaging is informed not only by campaign performance, but by audience insight. One Day Agency’s own YouGov research into why people go to the cinema helped shape selected creative messaging, including the terms featured within search bar executions.
Existing imagery is brought to life through energetic motion and graphic treatments, while full-bleed video and minimal overlays make use of the available screen space across Meta and TikTok placements, so the ads sit more naturally alongside organic social content.
Sound is treated as part of the creative rather than an afterthought. Stronger audio cues and considered sound design complement the visuals, adding pace, energy and impact while helping key moments land more effectively.
Together, these elements create a cohesive creative system built around how audiences engage with content on social, from faster hooks and insight-led messaging to more dynamic visuals and considered sound. The result is consistent, adaptable creative that stays fresh through performance-led refreshes.
Deliverables included:
Meta statics and video
Performance Max statics and video, including skippable, non-skippable and bumper formats
Deliverables and Results
21%
15%
Increase in total transactions YoY
Increase in revenue YoY
213%
707%
Increase in Paid Search sessions YoY
Increase in Paid Social revenue YoY
Outcome
By combining a flexible creative system with paid media strategy, One Day Agency helped Cineworld build a more consistent presence across the film calendar, rather than relying on demand spikes around major releases.
The modular approach allows campaigns to stay reactive to new films, formats and audience moments while maintaining a clear and recognisable brand identity. Performance-led creative refreshes ensure the work continues to evolve alongside campaign learnings.
From film slates to social-first brand creative, the work gives Cineworld a scalable platform for driving consideration, engagement and bookings across paid channels.
The result is a more joined-up approach to cinema marketing, combining creative, insight and media to keep Cineworld front of mind and support measurable growth across both paid performance and wider business outcomes.
