March 9, 2020
Godiva – veteran chain specializing in gourmet Belgian chocolates, truffles, cocoa & other sweet gift items, booked an integrated cinema campaign with Motivate Val Morgan – through Arab Reach Media, for the launch of their newest chocolate flavors in Saudi Arabia.
The 15 sec. on-screen commercial screened for a period of 4 weeks (21st November to 18th December, 2019) at AMC Cinemas – KAFD and VOX Cinemas – Red Sea Mall, Riyadh Front and West Avenue Mall.
The off-screen component included a sampling activity at VOX Cinemas – Red Sea Mall, Riyadh Front and West Avenue Mall over the weekend of 12th – 14th December 2019.
Promoters were hired by the brand to oversee the 3-day sampling activity at the respective cinema locations, and to assist with the distribution of chocolates to cinemagoers walking out of the auditoriums at which the brand’s on-screen ad was playing.
Combining on-screen advertising with sampling at the cinema is an effective strategy to implement when seeking to engage audiences with a new product.
Got a product launch coming up? Contact us to know more on how integrated campaigns can help move your brand closer to its target audience.