December 31, 2019
McVitie’s – British snack food brand, recently booked an integrated cinema campaign with Motivate Val Morgan – through Arab Reach Media Services, for the launch of Digestive Nibbles Hobnobs in Saudi Arabia.
The on-screen component included a 20 sec. ad which screened for a period of 4 weeks (17th November to 14th December 2019) at VOX Cinemas – Red Sea Mall, Al Qasr Mall, and The Roof.
The off-screen campaign – which included a sampling activity, was executed in two phases at the VOX locations mentioned above. Phase 1 ran from 21st to 23rd December 2019 and Phase 2 from 28th to 30th December 2019.
Promoters were hired by the brand to oversee the 6-day sampling activity at the respective cinemas and to assist with the distribution of Digestive Nibbles to cinemagoers walking out of the auditoriums at which the brand’s ad was screening.
A sampling activation is a great way to engage cinema audiences when launching a new product into the market.
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