Grey Group Indonesia has won the re-branding campaign for Cinemaxx to brand name Cinépolis.
Six agencies were involved in the pitch that lasted 4 weeks. Grey partnered with other WPP agencies, Mediacom and BCW for Media and PR solutions.
The 56 cinemas currently in operation across the country are undergoing the rebranding exercise progressively and is scheduled to complete by end-Q4 2019. The name change is aimed to uplift Indonesia’s cinema-going experience and the cinema chain’s position in the market as a world-class entertainment provider.
Aside from the main brand change, Cinemaxx’s viewing formats such as Cinemaxx Gold, Deluxe and UltraXD will be renamed too, Cinépolis VIP, Luxe and MacroXE respectively, which moviegoers can anticipate in the uplift of service experience and offerings which will be culturally relevant and adapted from Cinépolis.
Celeste Koay, Chief Marketing Officer of Cinépolis Indonesia said, “Having Cinépolis onboard brings unrivaled expertise and experience in cinema operation here in Indonesia. No one is better equipped to deliver truly global standards of entertainment.”
She added, “As we are in the midst of incorporating brand changes in all of our cinemas throughout Indonesia, we have at last appointed Grey Indonesia after a period of pitch and presentation rounds. Grey Indonesia has emerged amongst the creative agencies invited with a very strong team commitment, visual creativity proposal and have offered us an integrated brand campaign derived from our global brand strategy. We aim to raise the bar in redefining the cinema-going experience here in Indonesia.”
Raju Allluri, Chief Executive Officer of Grey Group Indonesia said, “We are extremely delighted to be a part of this incredible global brand transformation in Indonesia. Looking forward to seeing our work out there soonest.”