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.
USA: Target + Screenvision Media brought moviefans a behind-the-scenes look at The LEGO Movie 2!
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.
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.
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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