Kibsons International recently booked a sampling activity at select cinema locations across Abu Dhabi between 19-21 May 2023.
The sampling activity was booked to coincide with the release of the action blockbuster, Fast X, which collected over US$3.3 million in its opening weekend in the UAE, and $319 million globally.
The sampling was Kibsons’ second cinema campaign of this year, following the successful integrated campaign in January.
The latest campaign entailed the distribution of branded boxes containing a selection of fresh fruits, snacks, and a discount voucher for patrons to collect at the entrance and exit of the cinema auditoriums at the respective locations.
Contact us to learn more on how off screen cinema advertising can help move your brand closer to its target audience.
Source: Box Office Mojo.
Kibsons International, online home delivery service in in the fresh produce category, booked its second cinema campaign with Motivate Val Morgan in April 2019 – which included a sampling activity and three on-screen advertisements at various cinema locations across the UAE.
Sampling Activity
A sampling activity was booked to be executed in three bursts:
1st Burst
Locations: VOX Cinemas – Nation Towers and Yas Mall in Abu Dhabi
Campaign Duration: Friday 26th April – Sunday 28th April 2019
2nd Burst
Locations: VOX Cinemas – Marina Mall, Nation Towers and Yas Mall in Abu Dhabi, and City Centre Mirdif in Dubai
Campaign Duration: Thursday 2nd May – Saturday 4th May 2019
3rd Burst (scheduled to be executed in June)
Locations: VOX Cinemas – Marina Mall, Nation Towers and Yas Mall in Abu Dhabi, and City Centre Mirdif in Dubai
Campaign Duration: Thursday 6th June – Saturday 8th June 2019
As part of the sampling activity, a box filled with fruits was distributed to moviegoers at the entrance of three screens at each cinema location.
On-screen Advertisement
In addition to the sampling activity, three on-screen advertisements were booked to screen on rotation at VOX Cinemas, Reel Cinemas and Cine Royal Cinema.
Exhibitor: VOX Cinemas
Locations: Marina Mall, Nation Towers, Yas Mall in Abu Dhabi and City Centre Mirdif in Dubai
Campaign Duration: Thursday 25th April 2019 – Wednesday 8th May 2019 (2 weeks)
Exhibitor: Reel Cinemas
Locations: The Dubai Mall, Dubai Marina Mall and Al Ghurair Centre
Campaign Duration: 24 weeks
Exhibitor: Cine Royal Cinema
Locations: Khalidiyah Mall, Dalma Mall and Deerfields Mall in Abu Dhabi
Campaign Duration: 28 weeks
Ad 1:
Campaign Name: Kibsons Grandmother
Commercial Duration: 30 sec.
Ad 2:
Campaign Name: Kibsons Women
Commercial Duration: 30 sec.
Ad 3:
Campaign Name: Kibsons Football
Commercial Duration: 20 sec.
Contact us to book similar cinema campaigns across the Middle East.
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Source: Kibsons International
Motivate Val Morgan offers 360 degree exposure and innovative opportunities for brands utilizing both on-screen and off-screen advertising.
Launching or promoting a new product/service?
Combining on-screen advertising with in-cinema sampling will increase brand reach and recall, and is pertinent to brands targeting mass or niche (luxury) audiences.
Narciso Rodriguez – designer perfume brand, recently booked a cinema campaign for Narciso Rouge – through media agency Carat MENA. The campaign included:
On-Screen Advertising
A 30 sec. on-screen ad was booked to screen on the premium screens at Reel Cinemas (The Dubai Mall) VOX Cinemas (City Centre Mirdif, Mall of the Emirates, Marina Mall Abu Dhabi and Yas Mall – Abu Dhabi), Roxy Cinemas (The Beach) and Oscar Cinema (Al Wahda Mall) for a period of 4 weeks – 20th September to 17th October 2018.
Off-Screen Advertising
A sampling stand was set up in the concourse area of Reel Cinemas – The Dubai Mall (in close proximity to the premium screens) over weekends 20th – 22nd September and 27th – 29th September 2018, and at VOX Cinemas – Mall of the Emirates (in close proximity to the lounge area of Theatre by Rhodes) over weekends 4th – 6th October and 11th – 13th October 2018.
Activation stand at Reel Cinemas – The Dubai Mall:
Activation stand at VOX Cinemas – Mall of the Emirates:
For more information on niche (luxury) audience targeting, refer to Cinema Remains an Important Touchpoint for Luxury Brands.
Examples of mass market sampling activities:
Contact a member of our sales team for more information on integrated cinema campaigns targeting both mass and niche cinema audiences.
Kibsons International – The No.1 online home delivery service in fresh produce category in the UAE, recently booked a cinema campaign through Motivate Val Morgan.
As part of the cinema campaign, Kibsons International booked an on screen commercial and a sampling activity at two leading cinema locations in the Dubai.
On Screen Commercial
Commercial Duration: 30 sec.
Booking Type: Follow a Movie (Avengers: Infinity War)
Cinema Locations: VOX Cinemas – Mall of the Emirates and Reel Cinemas – the Dubai Mall
Watch the commercial below:
Sampling Activity
The sampling activity was executed in two bursts.
VOX Cinemas – Mall of the Emirates
Dates: 26th, 27th and 28th April 2018
Description: A box filled with fruits and vegetables were left on the seats of the Top 3 screens of the cinema screening Avengers: Infinity War.
Watch the video interviews with moviegoers who received the Kibsons goodie box at VOX Cinemas – Mall of the Emirates:
Reel Cinemas – The Dubai Mall
Dates: 3rd, 4th and 5th May 2018
Description: Boxes filled with fruits and vegetables were distributed to moviegoers entering the Top 3 Screens of the cinema to watch Avengers: Infinity War.
Interested in running a similar cinema campaign in UAE, Lebanon, Oman, Egypt, Qatar or Bahrain?
Contact a member of our sales team for more information.
