Global Case Studies
SAWA has collected effective Case Studies from Cinema Advertising Companies around the globe to demonstrate the power and impact the Cinema Medium has on today’s most sought after consumers.
July 2022: For LEGO’s 90th anniversary, Weischer.Cinema created a playful campaign. Using the interactive gaming app REDyPLAY, cinema-goers were able to build a birthday cake out of LEGO bricks together on 196 cinema screens in Germany. Different games were developed for children and adults. The prizes were small LEGO sets and minifigures that could be redeemed directly at the concession counter. The main prize was an invitation to LEGOLAND (for adults) or a free 90-second purchase in the LEGO Shop (for children). With a redemption rate of 83.7%, the highest engagement level of all interactive cinema games worldwide so far was achieved.
October 2020: For the staging of its new biscuit bar PICK UP! CHOCO HAZELNUT, the biscuit manufacturer Bahlsen was the first advertiser to use the opportunity of a concerted multi-screen staging in one of the most frequented cinemas in Germany. Through the exclusive use of a 60 square metre full HD wave screen in the entrance area and 22 digital monitors and LED matrix screens in the foyer, cinema visitors were introduced to the interactive PICK UP! brand game played with the 2 way interaction app REDyPLAY in each pre-show of all 14 auditoriums.
Following a successful global cinema campaign in 35 countries, SAWA, the Global Cinema Advertising Association and the United Nations World Food Programme (WFP), the world’s leading humanitarian organization fighting hunger worldwide and recent recipient of the prestigious 2020 Nobel Peace Prize, now have clear data showing the positive impact of cinema on the humanitarian organization’s brand.
Two independent surveys by research companies MESH Experience and Realeyes found that the
“Feed Our Future” cinema advertisement was effective in raising awareness of world hunger
and establishing WFP in the minds of cinemagoers.
Click here to download the Realeyes study.
Click here to download the MESH Experience study.
USA: Target + Screenvision Media brought moviefans a behind-the-scenes look at The LEGO Movie 2!
- :15 branded intro featuring Bullseye excited moviegoers as they gathered round for a special sneak peek of the highly-anticipated film brought to them by Target!
- Warner Bros. provided a BTS clip of Lego Batman himself ,Will Arnett, sharing how great it is to Gather Round the microphone – reminding audiences of Target’s ownership of the exclusive content!
USA: Abercrombie and Fitch and Screenvision Media teamed up to bring the newly re launched A&F to a select number of campuses nationwide as the presenting sponsor of an advance screening of the highly anticipated Justice League. Abercrombie debuted new creative to an engaged audience at the advance screenings and across the Preview Theatre Network in more than 350 campuses!
Abercrombie & Fitch’s highly anticipated screening of Justice League was promoted all over campuses
via posters, e mail blasts, newspaper ads, screening tickets, radio ads, social posts, giveaway posters and of course word of mouth.
USA: Hotels.com partnered with Screenvision Media to create a buzzworthy theater etiquette segment that brought their brand messaging to life on the big screen. Starring the Hotels.com mascot, Captain Obvious, the featurette leveraged the brand’s “The Obvious Choice” tagline to deliver a PSA message around locating exits within the auditorium. This clever approach to theater etiquette engaged and caught the attention of Cinema’s travel-loving audiences nationwide.
Digital Cinema Media (DCM), United Kingdom: Grey Goose chose Everyman Cinemas, with its luxury boutique venues, to engage an experience seeking, upmarket audience. The elevated, immersive cinema experience – with cinemagoers having food and drinks, including cocktails perfectly complemented the premium positioning of Grey Goose and could both encourage drinks trial and improve brand perceptions.
The partnership ran for nine months across all 28 Everyman cinemas. Grey Goose created a series of beautiful bespoke arthouse assets with a co-branded ident, which played out in the Silver Spot for the duration of the partnership and in front of all members’ preview screenings. These were also used across Everyman’s digital assets, magazine, owned and earned channels and in foyers and bars with a bespoke Grey Goose serve on the menu.
Brightfish, Belgium: Watching a movie in the cinema with other people results in enhanced attention. And watching with family members or loved ones increases attention even more. The whitepaper ‘‘Monkey See, Monkey Do” by professor Jelle Demanet, researcher at Profacts and Ghent University associate, supports how watching entertainment together with people you love increases the impact of advertising. In this whitepaper, he takes an objective look at how the chameleon effect works and at how oxytocin affects your brain and your advertising communication.
The results are literally eye-catching! In the case of online advertisements, a mere 1.4% of them are, on average, actually viewed. TV fairs a little better, ringing in at 23.1%. Cinema, however, leaps out with a massive 85%. All without distracting our gaze.
USA: Pillsbury treated Screenvision Media moviegoers to the smells of Christmas in select theaters across the country. “Dry air” technology released the custom Pillsbury sweet roll scent without sprays, aerosols, or heated oils, creating a sensory driven brand experience in select auditoriums. Special “Sweet Rolls” theaters were outfitted with additional branded collateral to keep Pillsbury top of mind with moviegoers throughout the experience.
Innovations
With its 40 foot movie screens, darkened auditoriums, and state-of-the art surround-sound, Cinema is the ultimate platform for launching impactful branding campaigns. The gallery below features the world’s most innovative campaigns held in Cinemas around the globe.
India: In an effort to reinstate its authority as timekeepers with a social message for the audience, Tissot, a world leader in the Swiss traditional watch industry has rolled-out an innovative on-screen Cinema Advertising campaign that features a timer leading to the national anthem.
SAWA member and media agency, Khushi Advertising Ideas Pvt Ltd worked with Tissot to develop a unique campaign to engage with the Cinema audience in a very innovative and effective way.
United Kingdom: In a UK first, Netflix disrupted the on-screen ‘Please turn off your phones’ message across Empire and Showcase Cinemas with a “Black Mirror” takeover. The innovation was designed to reach cinema audiences to promote the show – a British science fiction TV series that examines modern society, particularly with regard to the unanticipated consequences of new technologies.
United Kingdom: Audi became the first ever sponsor of the BFI, taking the solus advertising spot before all screenings at the BFI’s cinemas. Their ad featured an orchestra and choir – so what better way to bring this to life than to bring the Orchestra and choir into the cinema to perform live as the ad ran on screen! Cinemagoers were then greeted by Audi’s new Q8 car as they left the building.
USA: Pillsbury treated Screenvision Media moviegoers to the smells of Christmas in select theaters across the country. “Dry air” technology released the custom Pillsbury sweet roll scent without sprays, aerosols, or heated oils, creating a sensory driven brand experience in select auditoriums. Special “Sweet Rolls” theaters were outfitted with additional branded collateral to keep Pillsbury top of mind with moviegoers throughout the experience.
Australia: To showcase the functionality of the Google Home Hub, Google undertook an
integrated bumper campaign with Cinema Advertising company Val Morgan. A 30” TVC was played towards the end of the Val Morgan preshow, with a 5” bumper in the Premium Position spot to cue the lights dimming. The lights also dimmed once the command was given.
Japan: SAWA member Cine-bridge launched a cinema first using the unique technology of Projection Mapping in addition to the regular TV-CM, Vine and Twitter for the new flavour of Mentos.
USA: Hyundai asked actors, producers and directors, their signature question, “What Drives You?,” prompting A-list talent to speak about their personal motivations and passions. Hyundai provided a premium lounge environment, complete with extensive Hyundai branding elements. Guests were happy to stay awhile thanks to fun, interactive experiences. Digital interviews, social posts and custom content amplified Hyundai’s sponsorship and unique presence within the lounge to consumers and moviegoers across the nation
Digital Cinema Media (DCM), United Kingdom: PlayStation identified that ‘exclusive games’ is the most significant driver for console purchase amongst its core audience and to maintain its market-leading position within a highly competitive gaming market it needed to continue promoting the breadth and quality of games available ‘Only on Playstation’. Ahead of the release of its exclusive title Days Gone, PlayStation wanted to associate the game with other recent exclusives to help achieve their sales targets.
Cinema was the launch channel for the campaign and critical to delivering impact and awareness amongst its core gaming audience, with online video and DOOH coming in later.
Digital Cinema Media (DCM), United Kingdom: The banking market has changed dramatically over the last 10 years. The introduction of innovative ‘fintech’ brands (e.g. Monzo, Starling, N26) has fueled competition, giving consumers more control, easier access and ultimately a greater pool of providers to choose from. In order to retain and attract customers, Halifax wanted to strengthen its emotional connection with consumers and ensure the bank continued to stay relevant and ultimately drive trust and consideration for its various products.
In an industry first, ScreenX, Cineworld’s latest technological innovation, enabled the bank to maximize, stand out, and immerse audiences further. Halifax worked with DCM Studios to modify its existing advert to 270 degrees, allowing slinky to climb, jump, and spring across all three screens.