McVitie’s Digestive Nibbles | Integrated Cinema Campaign | KSA

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 at the above mentioned VOX locations. Phase 1 of the campaign ran from 21st to 23rd December 2019 and Phase 2 ran from 28th to 30th December 2019.


VOX Cinemas at Red Sea Mall KSA


VOX Cinemas at Al Qasr Mall KSA


VOX Cinemas at The Roof KSA


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.

Got a product launch in mind for your brand? Contact a member of our sales team to know more on how integrated campaigns can help move your brand closer to its target audience.


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