SM Cinema’s “Reel to Real” campaign

SM Cinema, the largest film exhibitor in the Philippines, takes a step forward in film marketing and public relations as it created a campaign dubbed as “Reel to Real”, where movies come alive and move its audience. The initiative was targeted to the new breed of audiences, the millennial movie goers and their families. According to a study, this generation’s value system has shifted from acquisition of material wealth to emphasizing life experiences. While SM Cinema continues to be the purveyor of the most immersive cinema technology, this insight also presented a unique opportunity for the brand to differentiate its offerings by creating unique movie experiences, tapping into the market’s thirst for adventure. The “Reel to Real” campaign is focused on bringing movie worlds to life, allowing fans to experience the settings and props, meet characters, and providing them with new ways to be immersed in their favorite movie franchises.

SM Cinema’s “Reel to Real” Campaign won the following:

  • Marketing Events Award – Bronze Award for Best Event – PR/ Guerrilla Marketing Stunt
  • MarCom Awards – Platinum Award for Strategic Communications – Public Relations Program
  • MarCom Awards – Gold Award for Strategic Communications – Integrated Marketing
  • PRSP Silver Anvil Award – Public Relations Programs Directed at Specific Stakeholders: Consumers
  • PRSP Gold Anvil Award – Public Relations Tools – Exhibits and Special Events: Fan or Customer Experience
  • PR Awards Asia Finalist – PR Events Category
  • IABC Quill Award of Excellence for Communication Skills – Special/ Experiential Event
  • IABC Quill Award of Excellence for Communication Management – Customer Relations