17 Aug 2018

Cinema Roulette was a stunt created by Ace Saatchi & Saatchiin of the Philippines, where movie-goers were surprised with a chance to win the huge cash prize. The entire cinema was dressed as a large roulette table, each seat representing a number and colour. Before the movie began, the screen revealed the roulette wheel, and everyone’s seat number was included as a bet. Excitement filled the room when the ball began to spin and the winning moment was priceless. A lucky woman won 1.000.000 million PHP.

Resorts World Manila, one of the premiere entertainment complexes in the Philippines, wanted to further grow its base of customers and increase foot traffic to the complex. Specifically, it aimed to reach out to and connect with Filipino Millennials, who don’t consider Resorts World Manila as a priority destination for urban entertainment and leisure.

This campaign idea was executed in multiple venues over the course of 12 months. The event was captured on video, and turned into a short film that was seeded online via social media.

Read more at the source and take a look at the video below: