Drive-in cinema was a new and unfamiliar phenomenon in Armenia. Listening to cinema people generally imagine a screen, and a great hall with seats, where you can enjoy your time watching favorite movies. Drive-in cinema is a new, modern solution to the ''cinema concept. You can watch movies right from your car, in a most comfortable way. So RiverSide's main objective was to gain good brand awareness and proper positioning in the market.
Our main challenge was representing RiverSide as a new entertainment place, emphasizing all its advantages in the most engaging way. Actually, people are used to attending the places, which are already their favorite ones, so the new alternative variant should be very catchy to attract their attention. Also, we had the challenge to create the right association with the brand transmitting American breath and culture into Armenia with the new drive-in cinema.