One World International School (OWIS) Riyadh strategically leveraged cinema as a prominent media touchpoint for the launch of its inaugural campus in Saudi Arabia.
The primary goal of the campaign was to generate extensive awareness and attract prospective students, positioning OWIS as the preferred educational institution catering to students from Kindergarten to Grade 5.
The campaign targeted parents with children aged 4 to 10 years, with primary emphasis on Saudi nationals and Arab expatriates, followed by Asian and American expatriates.
Motivate Val Morgan offered a ‘Follow a Movie’ cinema campaign aligned to the most anticipated English blockbuster kid’s movie of the year – ‘Minions: The Rise of Gru,’ via the ‘By Package’ route of CinePlan, and made a commitment guaranteeing 18,000 admissions across five of the most prominent cinema locations in Riyadh.
