Helping a Brand Leader Transform Global Cinema Solutions

Services: brand strategy, brand identity, and brand experience

Challenge

As a technology company with departments in healthcare, enterprise, and entertainment, Barco (a Belgium-based company) identified two trends affecting the cinema market: Increased demand for differentiating premium experiences and the need for operational efficiencies in mainstream cinemas.
Barco needed to create solutions to address these unmet needs or risk losing its competitive advantage in the rapidly evolving cinema industry. They decided to create a new joint venture by spinning off their market-leading cinema division with two international industry partners.

Solution

We conducted research to learn consumer cinema expectations and interviewed movie theater exhibitors to learn about their long-term and day-to-day challenges.
We created the new brand name, tagline, visual systems, content development, business systems, brand guidelines, photography & film production, animation & motion graphics, and employee brand communications.

Result

The Cinionic brand impressed movie studios and exhibitors during the brand launch at CinemaCon Las Vegas. Brand customers felt the link with Barco resulting in an established trust for Cinionic.
Cinionic signed multiple large deals and forged new partnerships with exhibitors around the world. A few of the confirmed deals include:
  • 600-screen deal with Cineworld Group
  • 300-screen deal through 2021 with Kinepolis
  • Cinionic laser projectors were chosen for the first movie theater in Saudi Arabia after a 35-year ban

Unifying & Building a Regional Brand

Services: brand strategy, brand identity, and brand experience

Challenge

Tenet Healthcare is a comprehensive network that owns Abrazo, a community health network in the Phoenix area.
The following business challenges were identified as having consequences in growth and revenue:
  • Brand equity was inconsistent across its six hospitals
  • Hospitals were experiencing neutral (consumers) to negative (physicians) equity in the Phoenix marketplace
  • Larger networks increased their advertising and marketing budgets

Solution

To combat larger competitive networks, Abrazo needed to redefine and rebrand its network with cohesive brand architecture, identity, and messaging. This required all three of our service offerings.
We conducted our proprietary PlayGround Sessions and qualitative Man on the Street interviews.
We developed a naming architecture, brand family logo design, brand guidelines, and employee brand communications.

Result

We delivered a way to bring together hospitals and patients, as well as connect the hospital network, under one idea:
Embracing Care. Embracing Tomorrow.
The brand campaign showcased the way hospital staff cherished patients by comparing themselves to artisans. Care was transformed into artistry.
The brand and messaging struck a chord with the community. The impact of activating our agency’s 3 service offerings was a double-digit increase in brand awareness and willingness to recommend as well as an overall year-over-year revenue increase.

Attracting an Elusive Audience: Millennials

Service: brand experience

Challenge

AT&T Inc. is a world leader in communications, media & entertainment, and technology. Their mission is to build a truly modern media company that will create the best entertainment and communications experiences in the world. Through the years, we have collaborated on branding assignments and challenges through mergers with BellSouth, SBC, and DirecTV in three key areas: premium content, direct to consumer distribution, and high-speed networks. Most recently, AT&T tasked us with guidance on attracting the millennial market as market share erosion was occurring with this important audience.

Solution

The first step was undertaking a full immersion process by utilizing findings from past research on behalf of the client. We reviewed past PlayGround sessions, market share analyses, and trend studies focused on a multicultural millennial target. Then, we developed a plan for AT&T to serve as a “sponsor of sharable content.”
Our team of strategist, creatives, producers and programmers jumped into action and quickly came up with the concept of creating AT&T’s first ever consumer-driven app. The app provided the millennials with the ability to create their own karaoke music video and invite friends to join their team and create their versions of the same song. Our proprietary technology then created a music video mashup of all selected team members which was then shared with friends, family, and on social media. Videos were entered into a weekly contest for cash prizes and products.

Result

Key influencers, vloggers, and bloggers in the music industry began to discuss and share the AT&T app with their followers creating a significant buzz and giving AT&T “street-cred” amongst millennials.
This program was the precursor to an ongoing campaign that extended the brand. We utilized a more vibrant and relevant visual & verbal articulation of what AT&T has to offer to a younger audience.
AT&T Karaoke Mashup logo and splash page created by the Antonio and Paris team.