BACKGROUND

Galaxy embarked on a mission to convey its generosity to cinema audiences, establishing itself as a brand that embodies the essence of giving and sharing. The campaign aimed to achieve two objectives:

• Strengthen its connection to screen time by offering chocolates to cinemagoers, allowing them to enjoy a delightful treat while indulging in their movie experience
• Inspire cinemagoers to celebrate Eid by sharing their joy with fellow moviegoers

To achieve this, Galaxy conducted in-cinema sampling in select KSA cinemas and utilized on-screen commercials to promote the message of sharing during the holy month.  

SOLUTION

Galaxy faced budget constraints and sought a cost-effective strategy to augment its in-cinema sampling with efficient on-screen advertising. The solution was the ‘By Admissions’ route of CinePlan, enabling precise audience targeting at sampling locations for maximum outreach.  

RESULTS

• Achieved 75.4% of the booked admissions during the 1st week
• Surpassed 100% of the booked admissions at all three locations within 2 weeks