On Valentine's Day, we organised the most romantic date for three millennial couples: we offered them tickets to the cinema and surprised them with three short films, a projection of their love story in the future.

On January 26th, we launched a social media promotion offering movie tickets in exchange for couples' love stories. In only a week, we got over 130 replies. We chose 3 winners, based on the love stories that most inspired us. Next, we created 3 emotional short films using details from the stories sent by the couples. Each story was set 30 years in the future, symbolically celebrating the power of romance.

On Valentine's Day, we invited the unsuspecting couples to the movies and activated them by broadcasting the films featuring their love stories before the entire audience. We documented their emotional reactions and put together an online film which we launched on Grand Cinema& More's Facebook page and YouTube channel on February 15th.

From the future, with love is Grand Cinema& More's most successful social media campaign up to date. The positive online reactions from the millennial audience were overwhelming.

With a small social media investment, the campaign was mentioned in local and foreign press, the video reached over 550,000 views (Facebook + Youtube) in the first week after the launch and it was shared over 1350 times in social media.

"From the future, with love" is both a promotion, and an activation.

First of all, we engaged our audience in an online contest, offering movie tickets in exchange for couples' love stories. We then used the best stories to activate the winning couples inside the movie theatre, creating a memorable moment for them and an emotional film documenting the story for the larger audience.

The use of broadcast was essential for this activation to be possible, and screening the films inside the movie theatre, in front of a full audience of people, was what made the reactions even more emotional.

Millennials are the most jaded generation yet. Their average relationship today only lasts 2,9 years. That's because couples spend more time online than with each other and, when it comes to dates, the most romantic thing they do is go to unromantic movies. If we look at the Romanian box office, the top grossing movie of 2016 was the action adventure flick Suicide Squad. We needed to engage in a conversation about the power of romance, with an audience that clearly doesn't put value on it. So, on Valentine's Day, we decided to surprise three couples - and, later, our entire online audience - with films celebrating their relationship, 30 years in the future.

Grand Cinema& More is a premium cinema, targeting hip young millennials who are looking for the complete experience when they are choosing an entertainment venue. For Valentine's Day, we were briefed to engage this audience in a smart and memorable way, on a limited budget. We needed to make Grand Cinema& More the top choice for millennials who were looking to spend a romantic date at the movies during the holiday that celebrates love.