The release of the Barbie movie marks one of the greatest marketing events in the history of movies, creating a lot of buzz among fans of the iconic doll. With a reported marketing budget of US$100M, the film was launched alongside more than a hundred bright pink branding deals worldwide. From Barbie sparkles on Google search results to Barbie-endorsed Crocs and a special Prada line, the Barbie movie marketing campaign painted the world pink and created marketing magic, becoming the biggest cultural movement of the year.
The result of these endeavors was an immense triumph, as the movie directed by Greta Gerwig surpassed expectations, collecting over US$1.2B at the global box office, including an impressive US$1.95M from the UAE alone. With moviegoers flocking to theaters adorned in shades of pink, the film was more than just a cinematic event; it was also a dazzling showcase of brands that seized the opportunity to align with Barbie’s iconic legacy.
Sony Playstation, Samsung Galaxy and more, took center stage by aligning their brand campaigns alongside Barbie in the region.
Check out the full list of brands that hopped on the ‘Barbie Bandwagon’:
PlayStation 5
Country: UAE
Campaign type: Follow a movie
Samsung Flip
Country: UAE
Campaign type: Follow a movie
Dyson
Country: KSA
Campaign type: Follow a movie
Clara
Country: KSA
Campaign type: Follow a movie
Always
Country: Egypt
Campaign type: Follow a movie
McDonald’s
Country: UAE
Campaign type: On screen Ad
Think cinema for ‘attention-grabbing’ advertising!
Check out the list of upcoming blockbusters in Q3 2023 and contact us for cinema advertising opportunities across the GCC, Egypt and Lebanon.
Ramadan is a special month of the year in the Middle East, and similar to that of Christmas in the west, the holy month has become a season of increased consumerism and attention to shopping – presenting advertisers with opportunities to capture the attention of consumers.
Here’s a glimpse of the Ramadan and Eid cinema ads from 2019 that screened across our cinema circuit in the Middle East:
Centrepoint
The 15 sec. commercial, booked through OMD, screened in UAE (25th April – 1st May 2019) and Qatar (25th April – 8th May 2019) at VOX Cinemas – City Centre Ajman, Burjuman, City Centre Mirdif, Marina Mall Abu Dhabi, Mall of the Emirates and Yas Mall Abu Dhabi and Doha Festival City.
Homes R Us
The 20 sec. commercial, booked through UM7, screened in UAE from 18th April to 15th May 2019 across VOX Cinemas – City Centre Ajman, Cineplex Grand Hyatt, City Centre Fujairah, City Centre Mirdif, Marina Mall Abu Dhabi, Mall of the Emirates, Al Hamra Mall, City Centre Sharjah and Yas Mall Abu Dhabi, Oscar Cinema – Al Foah Mall and Al Wahda Mall, Cinemacity – 06 Mall, Cine Royal Cinema – Dalma Mall, Khalidiyah Mall, Deerfields Mall and Ruwais Mall, Roxy Cinemas – The Beach and Reel Cinemas – The Dubai Mall.
Bank Muscat
The 45 sec. commercial – booked through MediaOne, screened in Oman from 4th June to 8th June 2019 at VOX Cinemas – City Centre Muscat, City Centre Qurum, Suhar Plaza, City Centre Suhar, MGM, Salalah, Shatti and Sur.
Danube Home
The 7 sec. commercial screened in UAE and Oman from 18th April to 15th May 2019 across VOX Cinemas – City Centre Sharjah, Mall of the Emirates, City Centre Fujairah, Al Hamra Mall, Al Jimi Mall, Panorama, Sur, Salalah, Buraimi, City Centre Muscat and City Centre Suhar, Cine Royal Cinema – Dalma Mall and Reel Cinemas – The Dubai Mall.
Mediclinic
The 9.5 sec. commercial screened in UAE from 16th May to 22nd May 2019 at Reel Cinemas – The Dubai Mall, Dubai Marina Mall and Jebel Ali Club, VOX Cinemas – Mall of the Emirates, City Centre Mirdif, City Centre Deira, Mercato Mall, Marina Mall Abu Dhabi and Yas Mall Abu Dhabi, Roxy Cinemas – The Beach and City Walk, Cine Royal Cinema – Dalma Mall and Oscar Cinema – Al Foah Mall.
Dyson
The 30 sec. commercial – booked through GroupM, screened in UAE from 4th June to 9th June 2019 at Reel Cinemas – The Dubai Mall, Dubai Marina Mall, Jebel Ali Club, Rove Downtown, The Springs Souk and The Pointe and Roxy Cinemas – The Beach and City Walk.
Cartier
The 45 sec. commercial – booked through MediaCom, screened in the UAE from 3rd June to 9th June 2019 at VOX Cinemas – The Mall of Emirates and Reel Cinemas – The Dubai Mall.
Toyota
The 25 sec. commercial – booked through Media Market (WARBA), screened in Kuwait from 25th April to 1st May 2019 at VOX Cinemas – The Avenues.
Honda
The 31 sec. commercial – booked through PHD Media, screened in the UAE from 9th May to 5th June 2019 at VOX Cinemas – Mall of the Emirates and City Centre Deira
Du Tuesday
The 62 sec. commercial screened from 16th May to 26th May 2019 across all UAE locations of VOX Cinemas.
Porsche
The 30 sec. commercial – booked through BPG, screened in Kuwait from 2nd May to 8th May 2019 at VOX Cinemas – The Avenues.
Max
The 30 sec. commercial – booked through OMD, screened in Qatar from 29th April to 12th May 2019 at VOX Cinemas – Doha Festival City
Mohammed Bin Rashid Al Maktoum City – District One
The 60 sec. commercial – booked through BPN, screened in UAE from 4th June to 3rd July 2019 at VOX Cinemas – Mall of the Emirates, Mercato Mall, Burjuman and City Centre Mirdif, Reel Cinemas – The Dubai Mall and Dubai Marina Mall and Roxy Cinemas – City Walk.
Missed out on advertising in cinema over Eid al-Fitr? Contact a member of our sales team for cinema advertising opportunities over Eid al-Adha in August 2019.
Careem, leading transportation network company based in Dubai with operations in over 100 cities in 14 countries in the Middle East, Africa and South Asia, recently booked an exclusive integrated cinema campaign with Motivate Val Morgan – through Wizzora Advertising Agency, at VOX Cinemas – City Centre Alexandria in Egypt. The cinema campaign included a 60 sec. on-screen ad and an off-screen foyer display.
On-screen Ad
With Egypt’s streets barely being pedestrian-friendly for the average Egyptian at the best of times, it’s safe to assume that for those with a disability, it’s a nightmare.
It is only recently, that numerous Egyptian organisations and groups have begun to do their part by giving back to the community – starting several initiatives that work towards including people with special needs into the community.
2018 was dubbed the year of those challenged with a disability and has seen efforts and decisions being made in order to facilitate the lives of those with a disability.
Aiming to make themselves more accessible to all Egyptians without exception, Careem launched its newest feature yet, ‘Careem Assist’, which eases commute and transportation for passengers with motor disability in Alexandria. ‘Careem Assist’ offers ‘wheelchair accessible’ vehicles which can be accessed through the Careem app.
Additionally, Careem is also in the process of creating ramps around Alexandria to enable Egyptians with motor disabilities to move around freely. Having already built ramps on main streets and next to pedestrian crossing signs, they’ve also set up a track in Alexandria’s Mandara beach.
With approximately 290,612 Alexandrians living with special needs, Careem hopes to not only facilitate their transportation around the seaside city but to also encourage the community to recognise the importance of including all segments of society.
To promote ‘Careem Assist’ in Alexandria, Egypt, Careem booked a 60 sec. on-screen advertisement at VOX Cinemas – City Centre Alexandria for a period of 5 weeks (14th December 2018 – 17th January 2019).
Off-screen Foyer Display
Careem also booked a display which was set up in the foyer area of VOX Cinemas – City Centre Alexandria for a period of 2 weeks (13th December 2018 – 29th December 2018).
The foyer display advertised an offer to save 40% when booking a ride with Careem – using promotion code SAWA.
Here are some other recent integrated cinema campaigns booked through Motivate Val Morgan:
Interested in booking similar integrated campaigns?
Contact a member of our sales team for more information on cinema advertising opportunities.
Source: Cairo Scene
Dyson, a British technology company known for the world’s most pioneering and advanced household appliances, recently booked an integrated cinema campaign with Motivate Val Morgan – through media agency Mindshare, for its Environmental Care product Dyson Pure Cool Link.
The campaign included a 30 sec. on screen ad – booked for a period of 4 weeks starting 20th September 2018 (on the Top Screens at Reel Cinemas – The Dubai Mall and Top Screen + Kids Screens at VOX Cinemas – Mall of the Emirates), and an engaging activation booth in the foyer area of Reel Cinemas – The Dubai Mall and concourse area of VOX Cinemas – Mall of the Emirates, over the weekend of 20th – 22nd September 2018.
On-Screen Ad:
Activation Booth at Reel Cinemas – The Dubai Mall:
Activation Booth at VOX Cinemas – Mall of the Emirates:
*In addition to the activation booth in the concourse area of VOX Cinemas- Mall of the Emirates, the brand hired promoters to distributed product flyers to cinemagoers.
Integrated cinema campaigns provide greater brand visibility and enable brands to target cinemagoers across multiple touchpoints.
Contact a member of our sales team for more information on integrated cinema campaigns.
