GMovies, a product developed and enabled by Globe Telecom,
is changing the very nature of the film going experience. By providing movie
buffs a chance to purchase tickets even before the premiere date, GMovies is
bringing convenience, embodying their tagline for customers to “Get Inside, Not
in Line.”
GMovies is the only movie ticketing platform in the
Philippines that aggregates more than 100 cinemas nationwide while including
capabilities that elevate the ticket purchasing experience -- from advanced
booking and automated movie alerts about showing schedules, to seat
reservation, preferred cinema selection and multiple payment options.
It has forged strong partnerships with some of the malls
chains in the country, such as Ayala Malls Cinemas, SM Cinemas and Robinsons
Movieworld, in order to provide another avenue for their consumers.
“GMovies was designed to address the pain points of the
Filipino moviegoers,” said Ernest Cu, Globe President and Chief Executive
Officer. “We love going to the movies and it has become part of our culture to
visit the cinema several times during the month. Our goal was always to make it
easier for them, to elevate the experience, to allow them to focus on what
matters: the movie and their enjoyment.”
However, having the best platform is only one part of the
equation. It is important to reach the audience in the most efficient way
possible. This is where data and an effective digital strategy comes in.
“The movie watching habits of Filipinos vary,” said Glenn
Estrella, Senior Vice President of Globe Digital Ventures, the business unit
that manages the platform. “Some base their selections on the genre, some on
the influence of their friends, and some on when it’s convenient. There’s even
a growing population that just wants to be the first to watch for fear of
spoilers. You can’t just create blanket ads and hope that it reaches the
right people. You have to be smart. You have to be precise. You have to make
each impression count.”
This
is where the power of data insighting and smart social media targeting comes
in. Utilizing transaction history, social media behavior, and Facebook’s
powerful ads manager, GMovies has been constantly reaching its desired
audience: Genre-based, mobile agile consumers who value convenience and
efficiency brought on about digital transformation.
The results from these Facebook ads have been nothing short
of impressive as GMovies saw an increase in reach and engagement and a
reduction in marketing spend. The impact on sales is also undeniable as advance
booking numbers grew more than 59 times than what it was in previous years.
“The Philippine consumer landscape is complex, and
competition is tough,” says John Rubio, Country Director for Facebook
Philippines. “But with Facebook for Business, we help companies spend their
marketing dollars more efficiently by reaching the right customers at the right
time and place. We’re happy that GMovies can deploy a more sophisticated strategy
using our platform, and we’re even happier that they are changing the movie
watching habits of the Filipino.”
With its suite of features and its solid strategy, it looks
like the long lines at the cinema will be a thing of the past.
GMovies is available on Google Play and the App Store. Users
can also purchase through the GMovies website and through GCash.
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