TGV CINEMAS REBRANDING:
OR HOW TO REVOLUTIONISE MALAYSIAN CINEMATIC EXPERIENCE
OR HOW TO REVOLUTIONISE MALAYSIAN CINEMATIC EXPERIENCE
A pioneer of cinema multiplexes in Malaysia, TGV is a major chain which owns and operates over 21 outlets across Malaysia.
After more than 15 years since its inception, TGV Cinemas now needed to articulate a clear differentiation in a market that saw little distinction between one cinema from the next – not only to its customers, but also to its employees who practically are their daily brand ambassadors. From our studies, we also found that it is competing against indirect rivals ranging from online video sites to karaoke lounges (very popular in Asia) which were eating into the wallet and time of its consumers.
TGV needed a brand position, which then can be translated into a distinct environment that guests can experience; and every employee can grasp. Hence, in 2011 we joined its CEO and his cross-departmental team to work out the essence of the brand and new relevance to the consumers. The result: an away-from-home entertainment brand that offers not mere film-screening venues, but entertainment in itself; each TGV will be a destination away from the world, in which guests can feel reenergised.
We delivered a 'Total Destination' concept, plotting and designing every details of the consumer journeys, from Brand Identity, to Interior Design, Retail and F&B concepts and ticketless sales experiential tools.
Our first direction managed to make TGV cinemas look like a place in constant ebullition. While we kept the core idea concept, we toned down the execution a good bit, pushing for a timeless design serving as a canvas to express the multitude of TGV's offers and services.
Concurrently, we developped a whole brand architecture defining the different sub-brands and products.
Final Identity and brand guideline. Until today, this new Identity has not been implemented.
Following the corporate rebranding, we developed a new type of cinema entertainment composed of 8 different brand experiences, reimagining the whole consumer journey from the ticketing journey, to the F&B offers, loundge, cinema halls, traffic flow and of course an interior design like you've never seen before.
