Creative Case Study
Cineworld.
Making Cineworld the First Choice for Every Film
Over the past two years, Cineworld’s search interest in the UK had been in decline, with notable spikes in demand largely tied to major film releases. That pattern pointed to a wider challenge: brand interest was being driven by individual titles rather than sustained consideration for Cineworld itself.
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.
Services: Concept Development • Creative Direction • Graphic Design • Motion Graphics • Copywriting • Sound Design
Objectives
Reverse declining search interest by strengthening 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 could scale across formats without losing brand consistency.
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 remaining flexible enough to support a constantly changing release schedule. The solution was a modular system that could be updated regularly, allowing upcoming films to be promoted efficiently across different cinema experiences and formats.
For the brand awareness work, creative was shaped around funnel stage. Awareness assets were designed to build trust, familiarity and salience, while remarketing creative worked harder to convert existing interest into bookings. Messaging was adapted across both static and video formats, with each asset tailored to different audience motivations and levels of intent.
Creative Execution
Execution centred on creating a cohesive creative system that could flex across formats, audiences and campaign moments without losing consistency.
The modular film slate framework was built for speed and adaptability. Elements such as backgrounds, movie posters, calls to action, location details and cinema experience logos could be updated quickly, allowing assets to stay current while maintaining a recognisable structure. Variations in animation style and branding helped accommodate different film categories, including generic Cineworld, Be More Childish for family audiences, South East Asian and Event Cinema, as well as premium formats such as IMAX, 3D, 4DX and SuperScreen. This kept the work distinctive while still feeling part of a unified campaign. Safe zones were also considered throughout, using the Cineworld frame to maintain consistency across placements.
That same flexibility carried into the wider brand campaign. While the overall system remained visually coherent, individual creative routes were given space to express their own personality. For static assets, full bleed imagery and light leak effects gave awareness creative a more immersive quality, helping it feel more natural and impactful in-feed.
Video creative was designed to be fast paced and attention-grabbing, using strong visual cues such as audience reactions to establish emotion and scale early. Cineworld-owned footage was combined with selected stock imagery to heighten the sense of spectacle and escapism, helping position the cinema experience as something more memorable than everyday viewing. Energetic music and carefully timed sound effects added further pace, impact and immersion throughout.
Deliverables and Results
Deliverables included:
Meta story and square statics and video
Performance Max statics and video, including skippable, non-skippable and bumper formats
21%
Increase in total transactions YoY
15%
Increase in revenue YoY
213%
Increase in Paid Search sessions YoY
707%
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 allowed campaigns to stay reactive to new films, formats and audience moments while maintaining a clear and recognisable brand identity. From awareness through to remarketing, the work gave Cineworld a scalable platform for driving consideration, engagement and bookings across paid channels.
The result was a more joined-up approach to cinema marketing, helping keep Cineworld front of mind and supporting measurable growth across both paid performance and wider business outcomes.
