Cinema Case Study: Phantasialand

It's really hard to miss, that beautiful Phantasialand commercial that has been in cinemas for weeks now. It's long-format-storytelling as it should be, and because of the impact it has generated, we wanted to share this case as an example of the power of cinema (and brilliant marketers). Here's? Glenda Ballieul ,?Country Manager Belux-France for Phantasialand:

"For us, cinema was a given. We had a great commercial, an excellent example of storytelling, and we were wondering where and how we could showcase that creative work, all 89 seconds of it. Long story short, it had to be cinema.?We really needed people to pay attention until the very end of the commercial. Something only cinema could guarantee."

Now before signing off on the campaign, Glenda wanted to make sure the ad actually worked. Enter:?Black Box. The ad was put to the test in front of a real live cinema audience and the results spoke for themselves: people loved the ad, remembered the brand and were even considering going on a trip to Germany to discover the park for themselves. Glenda decided to put all her faith (and ad spend) in the hands of Kim Temmerman ,?our National Sales Director.

"If you work for a German company like I do, you really can't afford any mistakes seen that the German business culture is marked by organisation, planning and perfectionism. Punctuality applies to all concepts of time, promised deadlines need to be hit.You need the correct data and the right numbers, quickly and efficiently. In a few words :?Die Deutsche Gründlichkeit”. Brightfish delivered on all fronts.?They understood the storytelling aspect, the importance of impact and attention and were just all-round great to work with."

However, that's not where the story ends. Glenda decided to stay in cinemas just a little longer to be able to become part of the?We Love Cinema Days?communication campaign that Brightfish had set up. Phantasialand even became a partner of our glorious cinema event.

"Of course, the We Love Cinema Days is a well-known brand. It's the biggest cinema event of the year. When Kim proposed a partnership,?we quickly came to an agreement. We are now part of the?We Love Cinema Days communication campaign, our beautiful movie gets the attention it deserves and we'll be welcoming a lot more movie fans to?our wonderful theme park."

The Case of Phantasialand is an interesting one. It's a brand that really took advantage of the strong aspects of our medium and became a true partner-in-crime. If you would like to have a fun company trip to the park, or should you be interested in offering Phantasialand B2B tickets at a special price to please your employees or business relations,?make sure you let Glenda?know?at?[email protected]. She'll make you an offer you can't...,?you know, Godfather quote and all.

Two more things:

1. in case you want to see the movie for yourself, here it is:

2.?You know that?Black Box?we talked about earlier? There's a?new one?coming up in October.?If you want to put?your ad, brand, slogan,?anything to the test,?just like Glenda did,?go to?whatisblackbox.be?and sign up!

Bye for now!

Your friends at Brightfish