ODEON Cinemas were investing heavily in upgrading their brand experience across their entire estate but the brand lacked a sense of purpose or a brand idea to glue the experience together. They challenged us to develop an idea that would work across all channels and importantly, be delivered by front of house talent.
First, we went back to the roots of the brand. ODEON is an acronym of "Oscar Deutsch Entertains Our Nation." To us that made clear the original and yet even more relevant purpose for the brand today - Entertaining our Nation. This added a new dimension, reclaiming their place as a leading leisure and entertainment brand, and so much more than a place to watch films.
We then added a brand idea - Sensational Cinema - and brand experience principles to activate the purpose and become the glue for the brand experience. Now all aspects of the experience from digital to merchandise, and all ODEON talent have one single objective, entertain guests with sensational experiences so they come back for more.
Brandpie helped us recognize the potential of our brand. The new brand idea brings clarity to everything we do across all aspects of the brand experience. We now have a channel neutral idea that works at every level.Delia Atkinson
Head of Brand and Marketing, UK & Ireland