Currys Perks Cinema Pass​

Strategy

Perks Cinema Pass was launched as Currys were looking for a new and fresh added value incentive they could provide to their Perks customers during the winter months, off the back of a decline in the electric good market and cost of living crisis.

DRG provided Currys with a white label i-solution, offering discounted cinema tickets for adults and children. In addition, we also plugged in our additional savings offering, therefore providing additional discounts on popcorn and drink bundles across participating cinema chains.

The campaign launched in October 2023, prior to the October half term period, with those redeeming being rewarded with 6 months access to the Currys branded portal.

The cinema campaign was served as a test and learn campaign, in unison to the Perks Family Fun Days campaign to see how the different offering were received by their customers. The campaigns differentiated based on the offerings themselves, one being a days out proposition during the summer months, and one being a cinema proposition for the winter months. In addition, one campaign was positioned behind a minimum spend threshold Vs. Cinema Pass which was served as an ‘everyone gets’ reward.

Currys were keen to provide relevant rewards off the back of Covid and the cost-of-living crisis, to ensure their customers would continue making memories with their loved ones, without having to sacrifice their technology choices.

Results

Perks Cinema Pass delivered over 48k redemptions, over £21k spent & over £10k saved, therefore providing an average saving of 47.3%, almost as strong as delivering a 2-4-1 deal. Curry’s customers also made additional savings across the popcorn and drink bundles.