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.
Digital Cinema Media (DCM), United Kingdom: After re-evaluating its media strategy and insight, Center Parcs discovered its advertising had the greatest impact on parents when seen in co-viewing moments with the whole family. In the modern fragmented media landscape, cinema continues to attract families by providing the perfect environment to escape and share in a quality experience together – an ideal moment for Center Parcs to tap into given it reflects its own proposition for families. -The family cinema trip allowed Center Parcs to engage families and shift brand metrics in the long-term and by pairing it with PPC would also help cinema drive short-term sales.
To maximise cinema’s capability as a performance channel, Center Parcs needed to increase its presence on the big screen by moving to an ‘always-on’ approach selecting efficient family focused films and upweighting budgets around key blockbusters.
Digital Cinema Media (DCM), United Kingdom: Lidl has historically used cinema to good effect by promoting specific product ranges and seasonal activity – proving how it can help drive both short term ROI for the business as well as longer-term brand awareness.
Lidl had two primary aims for its forthcoming activity – increase penetration amongst young families and increase the percentage of Lidl customers spending over £40. Cinema continues to provide families with the perfect environment to escape together and share in a quality entertainment experience – exactly the sort of true family moment that Lidl wanted to tap into. Knowing cinema attracts a younger, more affluent audience, it was the perfect fit.
SAWA Global Campaign: In 2018, a powerful global cinema advertising campaign aimed at stirring global cinema audiences into action to tackle global hunger, launched in cinemas across the world and on Facebook and Instagram, to coincide with the start of the annual United Nations General Assembly session in New York. The 60-second cinema advertisement was conceived by advertising legend Sir John Hegarty and The Garage Soho. It was directed by acclaimed film director Lynne Ramsay and produced by award-winning production company Somesuch & Co.
Val Morgan, Australia: Research on the role of cinema in a/v screen strategy highlights the importance of engagement and attention, challenging advertisers to think beyond reach and consider how ads are actually viewed day to day. The findings, by SAWA Member Val Morgan – Australia prove that cinema plays a more powerful role than ever, delivering significant impact on campaign effectiveness metrics. Uplifts of 156% in top of mind ad awareness and 66% in main message cut-through were measured amongst people exposed to campaigns in cinema in addition to online video and television.
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.
Digital Cinema Media (DCM), United Kingdom: In June 2019, British Gas partnered with Carers UK to raise awareness and increase support for unpaid carers across Britain. To launch the partnership, a powerful short film was created as part of a broader ranging ‘Share That You Care’ campaign, encouraging carers to open up so that they can get the help they need.-The film ‘Two Sides of the Story’, focused on the hidden struggles that unpaid carers face, highlighting the relationship between unpaid carers and their closest friends.
The film utilised a split-screen format to highlight the difference between how the carers present themselves to others and how they actually feel on the inside.
SAWA Global Cinema Advertising Association was a Global Founding Partner to Project Everyone which was founded on the principles of ending injustice, ending extreme poverty and fighting climate change. In preparation of the UN’s Global Goals announcement in September 2015, world renown ad agency, BBH and animation studio, Aardman joined forces to create the first global cinema campaign for worldwide release in Cinema. SAWA Cinema Advertising Company Members screened the ad Pro-Bono from September 25th 2015. The 60 second ad inspired the Cinema going audience to help share the Global Goals. The campagain’s aim was to make the Global Goals Famous by leveraging the power of the Cinema medium around the globe.
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.
Digital Cinema Media (DCM), United Kingdom: In June 2019, British Gas partnered with Carers UK to raise awareness and increase support for unpaid carers across Britain. To launch the partnership, a powerful short film was created as part of a broader ranging ‘Share That You Care’ campaign, encouraging carers to open up so that they can get the help they need.-The film ‘Two Sides of the Story’, focused on the hidden struggles that unpaid carers face, highlighting the relationship between unpaid carers and their closest friends.
The film utilised a split-screen format to highlight the difference between how the carers present themselves to others and how they actually feel on the inside.
United Kingdom: An unsuspecting Cinema audience, expecting to see an advance screening of Paranormal Activity 4, instead got the shock of their lives as ‘Gaz & Leccy’, cartoon characters from Smart Energy, caused havoc in a London’s West End Cinema, leaping off a screen and into the aisles. A great use of 3D in Cinema advertising.
Russia: Ikea were investing heavily in their stores in Russia, $2.5 Billion worth of heavy and as part of their local “wake up love” campaign, they surveyed their customers asking them what do they love doing and what would they like to spend more time doing – “to spend more time together”. Taking this on-board, they thought about how people like to spend time with their loved ones and decided to surprise local cinema-goers in a Moscow suburb, where they ripped out the seats and created the ultimate, romantic movie experience, bringing the bedroom to the cinema, decking out the whole theatre in the latest Ikea bedroom suite of furniture.
Russia: To let everyone experience the new Audi TT, the Russian agency Instinct BBDO applied 4DX movie technology to a TV commercial and showcased it on the BIG screen.
The Cinema setting partnered with 4DX Technology was the perfect way for Audi to show off their brand new Audi TT.
Poland: The Nobody’s Children Foundation used a cinema in Warsaw to deliver an ambient campaign that sent an important message to those seated in the movie theatre. The foundation used a simple yet effective idea to enforce their cinema ad showing in screens around Warsaw.
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United Kingdom: MediaCom, First Choice Holidays and Digital Cinema Media UK worked with Vue Cinemas to replicate the All-Inclusive offering within the Cinema Space.
Spain: Volkswagen delivered a very clever campaign using their brand new technology ‘Pedestrian Detection’ on unsuspecting cinema goers.
The new technology from Volkswagen was used to detect people who arrived late into the screen.
Agency: DDB España
Sweden: During the opening weekend of the James Bond movie Skyfall, Sony Mobile carried out a stunt in true undercover James Bond manner to promote the waterproof smartphone Xperia acro S to cinema audiences.
Norway: The producers of this beer commercial borrowed a small, 150 seat cinema playing a popular film and filled 148 seats with rough-looking, tattooed bikers, leaving only 2 seats in the middle of the theater. They then had theater management sell the last pair of tickets to several unsuspecting young couples on different evenings. Carlsberg rewards bravery in this stunt in the cinema.
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