Eva Cosmetics, in partnership with BellCom Media Platforms and Motivate Val Morgan, recently launched an offscreen activation in Egypt, bringing their products directly to cinema audiences.
The campaign took place over two weekends in September, targeted moviegoers at prominent locations: City Center Almaza (September 7-8) and Mall of Egypt (September 14-15).
Specially dressed ushers, embodying Eva Cosmetics’ diverse product lines, distributed sample packages in the bustling concourses between theater halls.
A total of 1,500 sample packages were handed out at each location with cinema attendee receiving an exclusive package containing a selection of Eva Cosmetics products, including:
This unique cinema activation not only allowed Eva Cosmetics to showcase their diverse range but also created a memorable experience for moviegoers, blending entertainment with beauty discovery.
Interested in reaching your target audience through similar activations? Contact our team at Motivate Val Morgan to discover how we can connect your brand with moviegoers.
Panadol unveiled an innovative cinema activation in collaboration with Publicis Media, Motivate Val Morgan and VOX Cinemas.
The campaign titled ‘The Art of Release’ – on display from 6 to 19 October – enables cinemagoers to envision their personal pain relief moments and experience it on expansive screens through an AI-powered Panadol visual booth in the foyer area of VOX Cinemas, Mall of the Emirates.
Cinemagoers also receive complimentary goodies and memorabilia post their ‘Pain Relief Moment’ experience.
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The cinema activation has also garnered significant media coverage, with mentions across well-known platforms such as Virgin Radio Dubai with Kris Fade, Zee TV, What’s On Dubai, and more.
Cinema activations help move your brand closer to its target audience. Think cinema for ‘attention-grabbing’ adverting!
Nezo – salt manufacturer, recently booked an off-screen popcorn box branding campaign through Motivate Val Morgan at various VOX Cinemas locations across the UAE.
The branded popcorn tubs were distributed to moviegoers starting Thursday 21st November 2019, and will continue to be dispensed until stocks last.
The aim of the campaign was to highlight the importance of Nezo salt in food items, similar to the importance and significance of having popcorn while watching movies at the cinema.
A total of 50,000 popcorn boxes were branded with Nezo graphics. 5,000 boxes were allocated at each cinema location. The campaign kicked off at VOX Cinemas – Mall of the Emirates and also ran across the following VOX locations:
Mall of the Emirates
Cineplex Grand Hyatt
Mercato
City Centre Deira
Burjuman
City Centre Sharjah
City Centre Ajman
Marina Mall – Abu Dhabi
Al Jimi Mall – Al Ain
The campaign also ran across VOX Cinemas – City Centre Mirdif.
Other off-screen advertising opportunities include:
Got a campaign which would require off-screen cinema advertising?
Contact a member of our sales team for more information on branding options and on/off-screen advertising opportunities across the Middle East!
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Breitling – Swiss luxury watchmaker and Kipling – Belgian fashion brand known for affordable, sporty and functional bags, recently booked cinema campaigns through Motivate Val Morgan at VOX Cinemas – City Centre Bahrain.
Breitling booked a 30 sec. on-screen ad which ran from 24th – 30th August, 2019 on the screen with the largest seating capacity, as well as on the VIP screen.
Taking an integrated approach, Breitling also booked an off-screen campaign from 19th August – 18th September 2019, which included an ad playing on the giant screen in the foyer area of the cinema.
Kipling booked a solely off-screen campaign from 23rd August – 22nd September 2019, which included an ad on the giant screen in the foyer area and on the screens at the back of 5 cinema ticket counters. The ad promotes Kipling’s special offer – receive a gift voucher of BD 10 on every BD 50 spent.
Seeking to amplify exposure for your brand? Adopt similar creative promotional ideas to enhance on-screen campaigns.
Contact us for more information of advertising opportunities across our circuit in the Middle East.
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A unique aspect of cinema advertising is the ability to combine on-screen campaigns with promotional off-screen activities.
Here are three of the latest off-screen campaigns booked through Motivate Val Morgan at VOX Cinemas – City Centre Bahrain.
Athena Private School for Special Education
A new special needs school and the biggest of its kind in Bahrain offering speech, physio, and occupational therapy for children, booked an on-screen and two off-screen campaign via Radius Media Co. WLL with the objective to promote student enrollments.
The on-screen ad was booked to screen from 4th June to 1st July 2019, while the off-screen campaign had two components: a sampling stand in the ground floor foyer area – booked on the weekend 2nd May to 4th May 2019, and a static ad booked from 4th June to 3rd July 2019 on the giant screen and screens at the back of ticket counters.
A leader and innovator in the retail sector – offering a wide range of renowned international brands of watches, writing instruments, eyewear and lifestyle accessories, booked an off-screen campaign from 1st June to 30th June 2019, which included a static ad on the giant screen and screens at the back of ticket counters.
The static ad promotes Tissot’s ‘Scratch and Win up to 100% value back’ – featuring Indian cricketer Virat Kohli
The first self-storage facility of its kind in Bahrain and the Middle East – specializing in providing personal and business storage solutions, booked an off-screen campaign from 4th June to 3rd July 2019, which included a static ad on the giant screen and the screens at the back of ticket counters to promote Takhzeen’s special storage facilities.
Capitalize on imaginative and exciting promotional ideas to complement on-screen campaigns and increase exposure for your brand.
Contact a member of our sales team for similar advertising opportunities in Bahrain and across our circuit in the Middle East.
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.
McDonald’s – the second-largest fast food restaurant chain by number of locations in the world, recently booked an integrated cinema campaign through Motivate Val Morgan at VOX Cinemas – The Avenues Bahrain.
The McDonald’s integrated cinema campaign included:
On Screen Advertising
A 2-week 30sec. on screen cinema ad following the kids movie Peter Rabbit.
Off Screen Advertising
A 2x2m activation stand was on display at the cinema over the weekend of 29th – 31th March 2018 to promote McDonald’s Happy Meals.
Promoters at the stand also offered kids free face painting and colouring of Peter Rabbit artwork.
Cinevation
The first ever VOX Cinemas – The Avenues Bahrain Cinevation was executed from 30th – 31st March 2018 at all Peter Rabbit movie sessions. The Cinevations had a presenter interacting with the kids inside the cinemas – giving them a chance to win kids meals and Peter Rabbit toys.
While we await the official Cinevation video from McDonald’s, here’s some footage from one of the Cinevations carried out:
Interested in running a similar integrated cinema campaign in UAE, Lebanon, Oman, Egypt, Qatar, Bahrain or Kuwait? Contact a member of our sales team for more information.
Motivate Val Morgan offers 360 degree exposure and innovative opportunities to brands – utilizing both on-screen and off-screen advertising.
For brands wanting to sample their new product or present it in a theatre, a cinema promotion or sampling campaign definitely hits the spot!
Heinz (globally-trusted producer of high-quality, great tasting and nutritional foods) executed a sampling activity over the EID Weekend, across two of the most prominent VOX Cinema locations in Dubai – City Centre Deira & Mirdiff City Centre.
Heinz promoted their new flavours of mayonnaise – Garlic, Classic, Chili, Light and Tikka Masala, targeting moviegoers of two major blockbusters that released over the EID Weekend – ‘Independence Day: Resurgence’ and ‘Sultan’ (Hindi). Product sample and snacks with mayo recipe leaflets were also distributed.
Food sampling consists of one sample table stand with two branded promoters engaging cinemagoers- promoting and offering food samples of the product.
In the off-screen space, MVM offers a host of promotion activities to compliment and support on-screen advertising ranging from:
Want to know more on how off-screen cinema advertising could help move your brand closer to its target audience?
Contact a member of our sales team for more information.
