The South African cinema market is fiercely competitive, and is dominated by two major players - Ster-Kinekor and Nu-Metro. To give Nu-Metro the competitive edge over the lucrative holiday season, they asked us to promote their 'R25 for any movie, anytime, anywhere' offer.

This new, hugely discounted ticket price was unique in that it was not dependent on being a member of a loyalty programme (the usual approach), but was a standard, across the board price for all Nu Metro movies. The target market was price-conscious, movie-going fans of all ages.