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
Congratulations to the winners of the Motivate Val Morgan ‘Aquaman’ Challenge.
Six participants answered all 8 questions correctly and went into a draw, out of which Merver Vergas and Kathrina Cruz emerged as winners of 2 x Reel Cinemas Movie Passes.
The correct answers were:
Stay tuned for more competitions in 2019!
Motivate Val Morgan has two new cinema locations in Dubai, UAE – The Pointe (Reel Cinemas) and La Mer (Roxy Cinemas).
Reel Cinemas | The Pointe | UAE
Reel Cinemas launched their new boutique cinema – The Pointe at the tip of Dubai’s Palm Jumeirah – equipped with Barco laser projectors and Dolby Atmos surround sound. The five-screen cinema with a total seating capacity of 199 includes a mix of Standard and Dine-in Cinemas as well as a third Guy Fieri’s Kitchen – synonymous with American-style cuisine.
While regular cinema snacks are offered at two standard screens, you can enjoy dishes such as trash can nachos, barbecue short ribs and chicken wings at dine-in screens. A 100-seater Guy Fieri Restaurant is also adjacent to the cinema, serving an extended menu of all-American comfort foods, mocktails and super-sized shakes.
The Pointe marks the sixth cinema opening for Reel Cinemas in Dubai, adding to their existing portfolio – The Dubai Mall, Dubai Marina Mall, The Springs Souq, Jebel Ali and Rove Downtown.
Visit their website for more information.
Roxy Cinemas | La Mer | UAE
Roxy Cinemas recently launched their second boutique cinema at La Mer, Jumeirah. The four-screen cinema with a total seating capacity of 120, is an indulgent and guest-focused cinema experience with luxurious leather reclining seats and stylish boutique ambience.
The cinema is equipped with a bistro lounge and customers can order from their latest menu which includes Wagyu beef burgers, Roxy sharing platters, glazed beef skewers and a selection of salads. Their gourmet offerings come in addition to the traditional cinema favorites like popcorn and nachos. Plus, a variety of dessert delights and mocktails is available on demand.
Roxy Cinemas now operate four cinema locations across Dubai – The Boxpark, The Beach, Citywalk and La Mer.
Visit their website for more information.
As the exclusive cinema advertising partner of Reel and Roxy Cinemas, contact a member of our sales team for advertising opportunities at these two locations.
Sources: Reel Cinemas, Roxy Cinemas, What’s On, and DubaiLAD
As the official representative of the Cannes Lions International Festival of Creativity in the UAE, Motivate Val Morgan delivers the latest news from the desks of the Festival.
Cannes Lions International Festival of Creativity has officially launched its 2019 Festival – which will take place from 17th – 21st June, 2019 in Cannes, France.
The five-day festival is the only global event and largest gathering for professionals working in creative communications, advertising, and related fields. Festival attendees – from nearly 100 countries, get to experience five days of workshops, exhibitions, screenings, master classes and high-profile seminars presented by renowned worldwide industry leaders.
Here’s the latest news from the 2019 Festival:
Eight Big Themes at Cannes Lions 2019
The Tracks
Introduced as part of the reshape in 2018, the tracks – Craft, Communication, Entertainment, Experience, Good, Health, Impact, Innovation and Reach – presented a new era for Cannes Lions. They reflect and represent the core disciplines that underpin and define the global branded communications industry. The nine tracks provide a structure that allow our community to better navigate the Cannes Lions Awards, talks, learning experiences and expanding digital platform and for the first time, Cannes Lions will appoint Track Ambassadors ahead of the 2019 Festival.
New Awards In 2019 To Honour Strategy and Sport
Two new Lions Award categories will be added to the awards line-up in 2019. The Creative Strategy Lion will sit within the Reach Track and will celebrate the idea behind the idea, how strategic planning can redefine a brand, reinvent its business, and influence consumers or wider culture. And, complementing the Entertainment Track, The Entertainment Lion for Sport will celebrate creativity that leverages the galvanizing power of sports and eSports for brands.
Launch of Connect Learn Experience (CLX)
CLX is a new initiative for 2019, launched in partnership with MediaLink, where senior-level brands, agencies and media companies are invited to meet, learn from, experience, and do business with the most creative and innovative content creators – and entertainment experts – in the world. The initiative will bring eight of the world’s best content creators to Cannes Lions to host experiential programmes with educational content, roundtables, meetings and case studies. For the first two days, CLX will be invite only, restricted to senior level executives. On the third day, doors will open to all Cannes Lions attendees.
*Cannes Lions also announced the retirement of its Product Design Lions category, which will be absorbed into the Design and Innovation Lions.
Speak at Cannes Lions
The Call for Stage Content is open until 14 December 2018 and welcomes ideas and submissions from anyone around the world. There is no charge to speak on stage, and successful submissions are chosen based on the strength of the idea and how original, unique and unexpected it is. Details of the content programme have been announced, with sessions operating within the framework of the nine tracks. The agenda is set to be more immersive and interactive than before, including more case studies, Q&A and debate. Click here to register
*Download the media pack
Key Dates:
*Delegate registration open, book your pass!
Visit www.canneslions.com for more information on the 2019 Festival
Source: Cannes Lions
Brand activations go beyond the typical ‘buy-sell relationship’ between brands and customers. They create emotional connections by using experiences and interactions – which in turn increases brand recall and recognition, and are a great stepping stone for brands looking to build long-term relationships with consumers.
Carriage – leading food delivery service in the Middle East, recently booked a cinema brand activation campaign (through media agency Starcom Middle East) at VOX Cinemas – Mall of the Emirates from 4th – 6th October 2018, which coincided with the release of Hollywood blockbuster Venom.
As part of the novel campaign, 6,519 takeaway boxes – which included branded communication and a ketchup sachet, were placed on the seats inside the ‘Top 3 Screens’ of VOX Cinemas – Mall of the Emirates (prior to the start of each movie session). The ketchup sachet had a special code ‘VOX’ on it, entitling cinemagoers to receive AED20 off their first two orders when booking through the Carriage app.
Motivate Val Morgan offers a host of off-screen advertising activities to compliment on-screen advertising ranging from:
Contact a member of our sales team for more information on off-screen advertising opportunities.
Serenia, The Palm is an exclusive residential community development by Palma Holding featuring beachfront living at its finest on The Palm Crescent.
Designed by American architect Hazel Wong – the famous architect behind the landmark Emirates Towers, Serenia promises an unrivalled lifestyle and invites residents into a world of architectural excellence and contemporary interiors with an array of outdoor facilities and bespoke services.
Other remarkable projects by Palma Holding include Silverene Towers and Infinity Cayan Tower.
Palma Holding recently booked a 30 sec. on-screen ad commencing 23rd October 2018 on the premium screens of VOX Cinemas – Mall of the Emirates and ROXY Cinemas – The Beach (for a period of 4 weeks) and the premium screens of Reel Cinemas – The Dubai Mall and the top screens at Reel Cinemas – Dubai Marina Mall (for a period of 8 weeks).
As a first-time advertiser of Motivate Val Morgan, Sarah Derbas – Marketing Director of Palma Holding shares a testimonial on cinema as medium for advertising and why cinema advertising should be an integral part of a marketing plan:
Why did Palma Holding choose to advertise in cinema?
“We created a world-class video for our latest residential project – Serenia Residences The Palm and we wanted to showcase it in a cinema environment – big screen and great visual and sound effects.”
How does cinema fit into Palma Holding’s media strategy?
“Clients of Serenia are of a certain demographic and lifestyle. Therefore, cinema fits well into our media plan as it gives us the opportunity to target specific audiences – cinemagoers who frequent premium screens at prominent cinema locations in Dubai.”
Was the cinema campaign booked for brand awareness or as a tactical promotion?
“A bit of both. Brand awareness is always important when launching a new property. Tactical because want to inform our target market that Serenia is ready to move into and is offered on sale or rent basis.”
Was cinema the best fit for a specific commercial/campaign?
“Cinema Advertising was a great fit for a commercial campaign such as ours. We look forward to some positive feedback and results.”
View on the medium – how cinema competes or complements other advertising mediums used by Palma Holding?
“Any good marketing plan has to be an integrated one that utilizes various mediums, and cinema fits in well with our current plan.”
How efficient was it to book/deal through Motivate Val Morgan?
“Motivate Val Morgan is efficient and professional in their approach.”
Source: Palma Holding
MENA Cinema Forum – the first-ever business conference of its kind in the region, organised by GM Events was held in Dubai on 28th – 29th October 2018.
The 2-day conference covered a range of industry specific topics – with focus on the growth in the cinema industry in the Middle East, and was attended by more than 45 speakers, 450 delegates and 90 sponsors.
Cinema is the fastest growth market in the MENA region witnessing tremendous progress as a result of rapid population growth, urbanization, focus on development across leisure sectors, and the emergence of Saudi Arabia as a new market. Additionally, cinemagoers in the region demand the best movie experiences, stimulating upgrades and innovation across existing and upcoming facilities.
The MENA Cinema Forum brought together a spectrum of stakeholders within the cinema sector, including but not limited to local and international governments, investment companies, mall owners, cinema operators and exhibitors, suppliers and industry leaders.
The forum addressed areas required for successful establishment and operations of cinemas to meet growing regional requirements:
*Another key topic for discussion was global recognition of Arab Cinema, and how strong strategies and supply chains can further improve its acceptance.
As part of the Speakers’ panel, Avinash Udeshi, Chief Operating Officer – Motivate Val Morgan together with Deena Al Mansoori, Founder and CEO – Aljoori for Cinema Production and Advertisement and Anil Pattani, Director – Awan Media was invited on Day 2 to discuss the development of models that guarantee profitability of movie theatres.
Day 1 focused on:
Day 2 focused on:
Key Information from MENA Cinema Forum 2018
Other event features included: technical presentations, product showcases, roundtable discussions, workshop and break-out meetings, networking, awards ceremony, major announcements of upcoming movies in 20198 by 21st century and a special screening of First Man at Reel Cinemas – The Dubai Mall (Dolby Screen).
MENA Cinema Forum 2019
The next forum will be held in November 2019, with a focus on the exhibition industry & cinema infrastructure, and on MENA production.
For more information on the MENA Cinema Forum visit www.menacinema.com
Sources: Emirates 24|7, Forbes Middle East, Zawya, The Arab Weekly and MENA Cinema Forum
Led by one of the world’s most powerful millennials – Saudi Crown Prince Mohammed bin Salman, ‘Vision 2030’ is steering KSA into an unprecedented era of social and economic reform.
Having adopted entertainment as one of the key pillars in its new development plan, ‘Vision 2030’ initiated the lift on the 35-year-old ban on cinema, which in turn has opened up a previously untapped and lucrative revenue stream for the Kingdom and its entertainment sector.
A Kantar TNS study conducted among Saudi residents in 2017 shows fresh opportunities for marketers to make inroads into the Kingdom. As per the research, 67 per cent of respondents said they would head for a round of movie watching and 90 per cent of Saudi residents plan to visit malls with cinemas more often. Thus, cinema advertising is set to become a new growth medium, presenting significant opportunities for advertisers to target young (Saudi Arabia has 32 million consumers with the majority under 25) and affluent (Saudis spend more than $5 billion a year on overseas leisure travel) audiences within KSA.
The government of KSA estimates that movie theatres will contribute over 90 billion riyals ($24 billion) to the economy, with about 300 cinemas and 2,000 screens to be built in the country by 2030.
Existing Cinemas in Saudi Arabia
April 2018 witnessed the launch of Saudi Arabia’s first cinema operated by AMC Theatres – a single screen cinema with a total seating capacity of 620, followed by the launch of VOX Cinemas at Riyadh Park Mall in May 2018 – featuring an IMAX screen, 2 KIDS screens and 1 VIP screen with a total seating capacity of 330.
Upcoming Cinemas in Saudi Arabia
AMC Theatres will be a major contributor to the total cinema count in Saudi Arabia by 2030, as the cinema operator intends to open 30 to 40 cinemas in 15 cities over the next five years, growing to 50 to 100 theatres by 2030.
VOX Cinemas has a SAR 2 billion investment plan in place to expand its footprint to a total of 600 screens in the Kingdom over the next five years. As part of this plan, the leading cinema chain recently announced the opening of the first multiplex in Jeddah at Red Sea Mall by December 2018 – featuring 12 screens which will include three GOLD by Rhodes and an IMAX screen, and a 15-screen multiplex in the first quarter of 2019 at Al Qasr Mall in Riyadh – featuring its signature KIDS and MAX experiences.
Al-Rashed Empire Cinema Consortium – who successfully received a license to operate cinemas in the Kingdom in July 2018, will be the third player in the market. The cinema operator has plans to open as many as 30 cinemas in various cities around Saudi Arabia.
Cinema Advertising in KSA
As the exclusive cinema advertising partner of VOX Cinemas and the only company presently selling cinema advertising in KSA, Motivate Val Morgan has received an overwhelming response since the launch of the cinema at Riyadh Park Mall.
With a growing appetite for international/regional content and world-class cinema experiences, existing cinema operators stepping up plans to open additional screens across the country and more operators expected to enter the fray, KSA presents a hotbed of opportunities for cinema advertisers over the next few years.
Meet the first cinema advertiser in Saudi Arabia, browse the list of upcoming blockbusters releasing in Q4 2018 and contact a member of our sales team for more information on cinema advertising opportunities in Saudi Arabia.
Sources: KSA Entertainment, Film Journal, Gulf News, The Arabian Marketer, The Washington Post, Wikipedia, Saudi Gazette, The Motley Fool, PR Newswire and Arabian Business
As the official representative of Dubai Lynx in the UAE, Motivate Val Morgan strives to bring you the latest news from the desks of the Festival.
Dubai Lynx – MENA’s biggest Festival of Creativity, will return to Madinat Jumeirah from 10 –13 March 2019 with a programme of events that will explore creativity in all its forms.
The festival has a slick new, streamlined format in 2019. The two-day programme will reduce the time spent away from the office while maximising value for delegates attending the festival.
The festival kicks off with a launch party followed by two days of fantastic content, world-class speakers and unparalleled networking opportunities. On the last day of the festival, the region’s best work will be awarded and celebrated at the Dubai Lynx Awards Show.
Here’s a snapshot of what to expect at Dubai Lynx 2019:
Schedule
10 March: Festival Launch Party
11 – 12 March: Inspirational onstage content
13 March: The Dubai Lynx Awards Show and After Party
The Festival Experience
The agenda will dissect new trends, question how to make creative work effective and inspire the next generation of cutting-edge ideas.
Check out the highlights from Dubai Lynx 2018:
Explore and Inspire
With three stages running through the Festival, there is something for everyone to see.
Each stage will host talks along the following festival themes:
The deadline for submitting a proposal to speak at Dubai Lynx 2019 is 1 November 2018. Click here to download the Call for Content guide.
Please Note: there is no fee to speak at the Festival; session hosts will need to cover the cost of their guest’s accommodation and travel.
Focus on Saudi Arabia
With all eyes on the developments in Saudi Arabia, the festival will host a ‘one day focus’ on KSA where you will:
Lynx for Marketers
Senior marketers can meet their peers and advance their craft at a curated programme for top-level marketers, featuring bespoke training workshops, roundtables and small intimate discussions with global marketing leaders.
Email or call +971 (0)4 427 3090 for more information.
C’Suite at Festival
Roundtables: throughout the festival, Dubai Lynx will host C’Suite only roundtables for CMOs, CCOs, Agency Heads and more. These exclusive, invite-only roundtables are an opportunity for industry peers to convene and create real action based on industry challenges and opportunities.
Lynx Alumni: Dubai Lynx is proud to launch its Alumni Club for all previous winners of the prestigious Advertising Person of the Year award. Hear these talented leaders speak and gain great insight into the industry.
Network and Connect
In addition to community meetups and evening functions, join speed networking events and use the festival app for connecting with other delegates and speakers.
Click here to find out more.
Young Lynx Competitions
Four Young Lynx Competitions attract teams of copywriters, marketers and art directors, PR/communications professionals from agencies and client companies, below the age of 32 years, across MENA. Entrants must produce an original campaign in response to an NGO brief in just 24 hours at the Festival.
Click here to find out more.
Student Competitions
Dubai Lynx Student Competitions are open to full-time undergraduate students between 18-25 years studying advertising, marketing, PR, media, graphic design and other relevant creative communications fields. The competitions aim to develop and showcase the region’s up-and-coming creative superstars with four exiting initiatives.
Click here to find out more.
Changes to Awards in 2019
Witness the launch of Glass: The Lynx for Change – an award honouring work from across the region that addresses gender inequality or prejudice through conscious representation.
Branded Content & Entertainment to become the Entertainment Lynx, with new sports-focused categories.
Interactive to become the Digital Lynx with some revamped categories.
Promo & Activation to become the Brand Experience & Activation Lynx with updated categories and sections.
New Applied Innovation section added to Innovation Lynx.
Important dates to make note of:
23 October 2018 – Passes for 2019 go on sale
1 November 2018 – Proposal Submission deadline (Call for Content)
23 November 2019 – Dubai Lynx entries open
9 February 2019 – Final entry deadline
Source: Dubai Lynx
Sony PS4 recently booked a 30 sec. on-screen cinema ad with Motivate Val Morgan, through media agency MediaCom, for its latest video game Marvel Spider-Man. The ad was booked to screen at VOX Cinemas – Mall of the Emirates (Dubai) from 7th September 2018 and Riyadh Park Mall (KSA) from 14th September 2018, for a period of 4 weeks.
In addition to the on-screen ad, Sony PS4 also branded 10,000 large popcorn tubs at VOX Cinemas – Mall of the Emirates to promote the latest video game, which according to US Today is the fastest-selling PlayStation exclusive of all time – having sold 3.3 million copies within the first three days of its release.
The branded popcorn tubs were distributed to moviegoers starting Thursday 20th September 2018, and will continue to be dispensed until stocks last.
Got a campaign which could include both on-screen and off-screen cinema advertising?
Contact a member of our sales team for more information on branding options and on-screen advertising opportunities.
Source: IGN News
