From physical card to a sustainable, immersive digital experience

The Nationale Bioscoopbon (national cinema gift voucher) has long been a household name. But as the world evolves quickly, and new generations emerge, the expectations for gifting experiences is shifting too, and the need for a fresh, digital-first approach arrived. Leading to a full-scale revamp of the Nationale Bioscoopbon's e-commerce platform. Dutch full service digital agency DotControl - together with creative agency Selmore - embarked on a journey to re-establish the Nationale Bioscoopbon gifting experience. Not just as a gift card but as a memorable, digital interactive experience.

The challenge: how to appeal to a younger, broader audience

The challenge was clear: how could the Nationale Bioscoopbon engage with a broader, younger audience? It became evident that a profound shift was required: something disruptive, something digital. The creation of a completely reimagined, digital product - encapsulated by a new theme: ‘bonvol verrassingen’, or in English: a gift card packed with surprises.

When gifting a Nationale Bioscoopbon, you gift so much more than a voucher only. It represents all those unique experiences you have in the cinema. Whether it is a first date, a solo escape or a family outing. That feeling of surprise and excitement when going to the movies, is translated into the digital experience. Allowing the giver to personalise the experience to reflect those special moments.

A ‘surprising’ national campaign through true collaboration

The overall campaign strategy was developed by Selmore. However, at the heart of this digital transformation, was a great partnership between DotControl, Selmore and Nationale Bioscoopbon. 

DotControl started their collaboration with a discovery phase. To uncover the wants and needs of the client. The Nationale Bioscoopbon entrusted the digital agency with full creative freedom. That is where the magic happened. In one week, they went from ideas and sketches to proof of concept, user testing and finally a technical prototype. From there on they set-up a multi-disciplinary team who created a motion language, visual style and sound design - in an agile way.

This collaboration - built on mutual understanding and shared goals - allowed DotControl to challenge everyone involved, and continuously enhance the product’s functionality and usability.

‘By truly involving the agencies in our mission, vision and strategy - while giving them all the creative space they needed - we came up with extraordinary ideas together.’
Ivar Schutte, CEO of Nationale Bioscoopbon

Elevating engagement through innovation

A key part of re-designing the Nationale Bioscoopbon-experience was the development of an interactive platform using 3D WebGL technology. With over 150,000 design possibilities, the platform enables users to craft a gift card as unique as the recipient - making the experience fully interactive and engaging. From movie genres and stickers to GIFs, sounds and personalised messages. The customisation options are endless.

The intuitive and engaging flow is set up in such a way that it entices the user to explore further and complete the purchase. With each step in the giftcard-creator-mode another so-called ‘blob’ squeezes into the gift card. Making the process playful and rewarding. This interactive digital experience ensures that the excitement doesn’t just start in the cinema, but from the very moment the card is being created.

Looking ahead: what's next?

With the new digital platform up and running, the focus turned to understanding the buying and gifting experience better. Comprehensive market research led to a revamp of the homepage and a smoother shopping cart. To further enhance the overall user experience, and make it more intuitive.

One of the most exciting updates that has just launched, is the transition from movie themes only to also include gift occasions, including seasonal ones - to add a fun twist. Complete with sound effects to make the experience even more immersive.

The journey doesn't stop here. The next phase will shift towards optimising the experience for gift card recipients. Ensuring that the magic of gifting a Nationale Bioscoopbon extends all the way to the moment the recipient uses it.

With the help of DotControl, Nationale Bioscoopbon continues to innovate. Creating a gift card experience that is as surprising as it is unforgettable.

Results that speak volumes

• 29% increase in conversion rates,

• 7% boost in interaction

• 15% rise in voucher redemption

• Webby Honoree 2023 and the

• Gold Lovie Award 2023

• Dutch Creativity Award’s Bronze Lamp

• Giftcard of the Year 2023

It is clear that the transformation has not only rejuvenated the Nationale Bioscoopbon, but also resonated with a tech-savvy, experience-driven audience.