Kibsons | Integrated Cinema Campaign | UAE | 2023

Kibsons booked an integrated cinema campaign with Motivate Val Morgan at VOX, Royal and Oscar cinemas in Abu Dhabi, UAE.

 

The on screen component included four 30 sec. ads following Asian Mega Blockbuster Pathaan at VOX Cinemas – Yas Mall,Royal Cinemas – Khalidiyah Mall and Oscar Cinema – Wahda Mall

 

 

 

 

 

*The four creatives are running in rotation across the respective cinema locations

 

For the off screen advertising component, Kibsons booked a sampling activity over the weekend of 28th to 29th January at VOX Cinemas – Yas Mall and Royal Cinemas – Khalidiyah Mall. A box filled with fresh fruits was distributed to moviegoers at the entrance of the screens at both cinema locations.

 

Sampling Activity by Kibsons at Select Cinemas Represented by Motivate Val Morgan

 

The power of an integrated cinema campaign is unmatchable – leave your mark and build better brand awareness by amplify exposure for you brand.

 

Contact us for similar advertising opportunities across our cinema circuit in the GCC, Egypt and Lebanon.

 

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MBR City | Diwali 2020 Cinema Ad | UAE

Introducing the MBR City 2020 Diwali cinema ad campaign

 

Diwali – the festival of lights, is one of the most popular Indian festivals widely rejoiced by Hindus across the globe. The festival symbolizes the spiritual ‘victory’ of light over darkness, good over evil, and knowledge over ignorance. It is a time for both gratitude and happiness, and is celebrated by families and friends with the lighting of oil lamps, exchange of presents, feasting on traditional sweets and wearing new ethic outfits.

This year’s festival fell on Saturday 14th November, and even though we are still very much in COVID-19 mode, the spirit of Diwali lived on, with families celebrating responsibly and festival related events executed in compliance with COVID-19 safety protocols.

Bringing a touch of Diwali to the BIG Screen this year was Mohammed Bin Rashid City (MBR City). As part of the 6 week on-screen campaign (from 5th November to 16th December 2020) with Motivate Val Morgan, MBR City dedicated ten days (5th – 14th November 2020) to its bright and glamorous 2020 Diwali creative.

 

 

The 60 sec. Diwali creative screened across multiple VOX, Reel and Oscar cinema locations in the UAE:

MBR City has been a valued advertiser of Motivate Val Morgan since 2018, with a range of campaigns booked around the year, especially alongside festivals such as Ramadan/Eid and Diwali.

Below are two other festive ad campaigns by MBR City in 2019:

 

 

 

Interested in launching a campaign around festive times? Diwali may be behind us, but Christmas – a time for joy, love and cheer, is close approaching.

Get in touch with a member of our sales team for more information on advertising on the BIG Screen during the month of December 2020 – in the lead up to Christmas.

Cinema Advertising Builds Brand Intimacy

There has been a rapid increase of investment by advertisers in cinema advertising, the luxury brands are not far off.

 

Today, there are countless of options for luxury brands to tell their stories. To choose the right platform, advertisers need to tap into the consumers cluttered mind, which is exposed to advertisements on a daily. One way to ensure that the brand breaks through this clutter is by raising the intimacy the consumer shares with the brand.

 

Important findings from the latest 2019 Brand Intimacy Report by MBLM and attributes of cinema advertising which help build Brand Intimacy among cinemagoers, gain a better understanding of ‘Brand Intimacy’ and more.

 

Understanding Brand Intimacy

 

Brand Intimacy is defined as the emotional science that measures the bonds we form with the brands we use and love. These bonds are reciprocal and are fueled by emotion. Brands that build stronger bonds create stronger business return and longevity.

 

According to the 2019 Brand Intimacy Report, consumers are more willing to pay price premiums for Intimate Brands and less willing to live without them.

 

“Brands in the luxury category rely on creating, sustaining and developing stronger emotional relationships with their consumers. We’ve seen a tremendous increase in the industry around the enhancement and ritual archetypes, indicating that their consumers are changing their relationship to brands in the luxury category,” states William Shintani, managing partner of MBLM.

 

Latest MBLM Report 2019:

 

In 2019, the luxury industry remains in the 7th rank out of the 15 industries showcased in the 2019 Brand Intimacy Report.

 

Average Brand Intimacy Quotient Scores by Industry

 

Dior rises to the top of the luxury industry, followed by Chanel at #2 and Louis Vuitton at #3. The Top 10 is rounded out by Cartier, Dolce & Gabbana, Armani, Gucci, HugoBoss, Burberry, and Hermès respectively.

 

2019 Top Luxury Rankings

 

Enhancement and Nostalgia are fastest growing archetypes (the type of emotional relationship between a person and a brand) in the luxury category.

 

31% of users report being in one of the three stages of intimacy (sharing, bonding and fusing) with the luxury industry.

Archetypes & Stages

 

 

Notable findings for the luxury industry include:

 

MBLM leverages the yearly study to help advertisers create, sustain and measure ultimate brand relationships. To download the full Brand Intimacy 2019 Report, please click here

 

Attributes of Cinema to Build Brand Intimacy

 

Cinema has the strongest combined brand impact of any medium, according to research by Millward Brown, commissioned by Digital Cinema Media.

Millward Brown brought together the combined learnings of 183 CrossMedia case studies from across Europe, 88 of which were in the UK, and examined how each medium performed against five metrics.

Pound-for-pound, cinema outperformed all of the other media in all but one of the five metrics.

 

Why choose cinema as a medium for advertising?

 

Cinema is the strongest medium for making brands memorable with a return of investment (ROI) of 2.9 per cent, ahead of TV with an ROI of 2.5 per cent.

Cinemas deliver greater recall and resonance for audiences than any other AV channel, now is a better time than ever for marketers to invest in cinema advertising to build their brands.

 

Ideal Environment for Advertising

 

Dark Auditorium & Distraction Free – All eyes on the big-screen and attention guaranteed without interruptions.

 

Everything About it is BIG

 

Larger Than Life Image – Consumers notice cinema ads as they make real use of the big screen with impressive graphics, panoramic landscapes and unusual visual displays.

 

Exceptional Audio

 

Surround Sound & Booming Bass – Sound is a key part of the cinema experience, with the best ads using it to optimize its effect.

 

Captive & Receptive Audience

 

“Opt in” Medium – With the audience choosing to go to the cinema, your brand reaches out to a relaxed and receptive audience.

 

In addition, cinema offers 360-degree exposure and innovative opportunities to brands – utilizing both on-screen and off-screen advertising. Ranging from sampling, activations, promotions and many more activities, advertisers can now compliment and support their on-screen ads with off-screen advertising for greater brand impact.

 

The tendency of people towards cinemas is increasing day by day. According to a survey, since 2008, the total number of people visiting cinemas increased by 24 percent, with 75 percent of the adult population. During the shows, with an excess of 87 percent of moviegoers exposed to the ads, cinema’s appeal is continually reaching to more and more people which provides a powerful way for advertisers to reach audiences.

 

Target luxury niche audiences using Cinema

 

With an increase in the number of blockbusters releasing across the region and an equal increase in the number of cinema admissions each year, there’s no doubt that cinema remains an important platform for entertainment – catering to all ages and nationalities, and advertising in the region.

 

Luxury cinema concepts are very high-end and upscale – designated plush lobby areas, comfortable leather reclining seats, bespoke F&B offerings and a personalized waiter service, which elevates the movie going experience for consumers with a sophisticated mindset.

 

Such cinemas create small, intimate and curated relationships with sophisticated audiences which are more viable for luxury brands than mass awareness-seeking media campaigns.

 

Brand Storytelling is increasingly becoming the new way to create meaningful dialogs with luxury consumers – and there’s no better place than cinema for showcasing such content.

 

Luxury cinema concepts are no longer specific to certain operators. Today, most reputed cinema operator across the region offer unique luxury cinema experiences – catering to audiences of varying levels of sophistication.

 

Over the last two years, cinema operators have invested a great deal on expanding and upgrading their respective cinema multiplexes. From luxury cinema screens, to cinemas designed focusing on the little ones, the cinemas are now catering to a variety of demographics than ever before.

 

This upgrade includes the revamp of existing luxury cinema screens and the introduction of luxury cinema concepts and stand-alone boutique cinemas.

 

Luxury cinemas are intimate and private with fully reclining armchairs and adjustable footrests arranged in pairs with their own private table. The seating is tiered for unobstructed viewing.

 

The sheer opulence and indulgence of these luxury cinemas also offers unsurpassed levels of service. Drinks and snacks are served on-demand throughout the movie and the menu offers a range of premium food options.

 

An exclusive lounge facility is adjacent to each of these luxury cinemas – to deliver an intimate cinema experience for guests.

 

Motivate Val Morgan serviced cinemas that offer luxury cinema experiences include: VOX Cinemas (regionally), Reel Cinemas (UAE), Oscar Cinema (UAE), Cine Royal Cinema (UAE) and Cinemacity (UAE).

 

Partnering with the late celebrity Michelin star chef Gary Rhodes, VOX Cinemas introduced a new luxury THEATRE by Rhodes – the first concept of its kind in the Middle East in September 2015 at its Mall of the Emirates cinema location.

 

THEATRE by Rhodes delivers the most innovative and customer-focused experience, presenting movie lovers with a full food and beverage menu –prepared by in house chefs who are all trained to meet the internationally renowned Rhodes’ standard.

 

From a state-of-the-art auditorium to the large leather reclining pod-seats, waiter service and exclusive lounge, THEATRE by Rhodes is luxury cranked up to the max – effectively an upgrade on the VOX Gold Class cinema experience.

THEATRE by Rhodes is solely available at VOX Cinemas: Mall of the Emirates (UAE – Dubai), Yas Mall (UAE -Abu Dhabi) Nation Towers (UAE -Abu Dhabi), Doha Festival City (Qatar) and The Avenues (Bahrain).

 

Example Luxury Brand Cinema On-Screen Campaigns Booked Through Motivate Val Morgan:

 

Cartier

 

Tiffany & Co.

  

Tag Heuer

 

Why choose to partner with Motivate Val Morgan:

 

Motivate Val Morgan’s coverage includes over 480 cinema screens across 55 cinema locations in the Middle East – UAE, Lebanon, Oman, Egypt, Qatar, Bahrain, Saudi Arabia and Kuwait. We partner with leading cinema operators who offer luxury cinema experiences and have a presence in the best shopping malls across the region.

 

With an incredible slate of content coming to the big screen in 2020, cinema is set to once again appeal to a wide range of demographics.

 

Contact a member from our sales team for more information on cinema advertising opportunities that target affluent and sophisticated audiences.

 

 

 

Sources: Aviamost, Forbes, CampaignLive

New On-Screen Campaigns | UAE & KSA | Sept to Oct 2019

A number of interesting on-screen campaigns screened across the Motivate Val Morgan circuit in UAE and KSA during the months of September and October 2019.

 

From Expo 2020, Ford, Yas Island, Fly Dubai, Malabar Gold, Uber, Marina Home, Cheesecake Factory and Magnum in the UAE, to Downy, Mercedes, Emirates, Carolina Herrera, Nespresso and Burgerizzr in Saudi Arabia, and many more …..

 

Here are some of the commercials for your viewing pleasure:

 

Narciso Rodriguez

The 15 sec. ad screened at Oscar Cinema – Al Wahda Mall, VOX Cinemas – City Centre Mirdif, Marina Mall Abu Dhabi, Mall of the Emirates, Nation Towers Abu Dhabi and Yas Mall and Reel Cinemas – The Dubai Mall and Jebel Ali Recreation Club in UAE from 3rd September – 30th September 2019.

The same ad also screened in Saudi Arabia at VOX Cinemas – Riyadh Park Mall, Red Sea Mall, Kingdom Tower and The Roof and AMC Cinemas – KAFD from 3rd September – 30th September 2019.

 

Visa

The 15 sec. ad screened at Roxy Cinemas – City Walk, Reel Cinemas – Dubai Marina Mall, The Springs Souk, The Dubai Mall, The Pointe and VOX Cinemas – City Centre Mirdif and Mall of the Emirates in UAE from 5th September – 2nd October 2019.

 

Uber

The 30 sec. ad screened at Reel Cinemas – Dubai Marina Mall and The Dubai Mall and VOX Cinemas – Mercato, Mall of the Emirates and Yas Mall in UAE from 5th September – 2nd October 2019.

The same ad also screened in Saudi Arabia at VOX Cinemas – Riyadh Park Mall, Red Sea Mall and AMC Cinemas – KAFD from 5th September – 2nd October 2019.

 

Mercedes GLE

The 60 sec. ad screened at VOX Cinemas – City Centre Mirdif, Marina Mall Abu Dhabi and Mall of the Emirates in UAE from 5th September to 18th September 2019.

The same ad screened in Saudi Arabia (with a different end slide) at VOX Cinemas – Red Sea Mall and Kingdom Tower and AMC Cinemas – KAFD from 5th September to 18th September 2019.

 

Marina Home

The 15 sec. ad screened at VOX Cinemas – Abu Dhabi Mall, City Centre Mirdif, Mall of the Emirates and Reel Cinemas – The Dubai Mall in UAE from 19th September to 25th September 2019.

 

Downy

The 15 sec. ad screened at Reel Cinemas – Dubai Marina Mall and The Dubai Mall and VOX Cinemas – City Centre Mirdif and Mall of the Emirates in UAE from 3rd October to 9th October 2019.

The same ad screened in Saudi Arabia at VOX Cinemas – Red Sea Mall, The Roof, AMC Cinemas – KAFD and Muvi Cinemas – Mall of Arabia from 10th October to 16th October 2019.

 

StudioRepublik

The 30 sec. ad screened at VOX Cinemas – City Centre Mirdif and Mall of the Emirates and Reel Cinemas – The Dubai Mall and Dubai Marina Mall in UAE from 3rd October to 16th October 2019.

 

Magnum

The 20 sec. ad screened at VOX Cinemas – Mall of the Emirates in UAE from 3rd October to 30th October 2019.

 

Expo 2020

The 60 sec. ad screened at VOX Cinemas – Mall of the Emirates, City Centre Sharjah, Yas Mall, City Centre Deira, Burjuman, City Centre Mirdif and Mercato, Reel Cinemas – The Dubai Mall and Dubai Marina Mall, Oscar Cinema – Al Ain Club, Al Barrari Mall, Al Foah Mall, Al Wahda Mall, Al Raha Mall and Al Shaab Village, Cine Royal Cinema – Dalma Mall, Roxy Cinemas – City Walk and Cinemacity – Zero 6 Mall in UAE from 17th October to 13th November 2019.

 

Samsung Galaxy Fold

The 30 sec. ad screened at Roxy Cinemas – City Walk and The Beach, VOX Cinemas – City Centre Mirdif, Mall of the Emirates, Yas Mall and The Galleria Al Maryah Island and Reel Cinemas – The Dubai Mall and The Pointe in UAE from 24th October to 20th November 2019.

 

Emirates

The 30 sec. ad screened at VOX Cinemas – Burjuman, City Centre Deira, City Centre Mirdif, Mercato, Marina Mall Abu Dhabi, Mall of the Emirates, Yas Mall and City Centre Sharjah, Cinemacity – Zero 6 Mall and Cine Royal Cinema – Dalma Mall in UAE from 3rd October to 30th October 2019.

 

The 30 sec. ad screened at VOX Cinemas – Red Sea Mall, Al Qasr Mal and The Roof and AMC Cinemas – KAFD in Saudi Arabia from 24th October to 20th November 2019.

 

The Cheesecake Factory

The 15 sec. ad screened at Reel Cinemas – The Dubai Mall and VOX Cinemas – Mall of the Emirates and Yas Mall in UAE from 17th October to 6th November 2019.

The same ad screened in Saudi Arabia (with a different end slide) at VOX Cinemas – Riyadh Park Mall, Red Sea Mall and AMC Cinemas – KAFD from 24th October to 13th November 2019.

 

Dolce & Gabbana

The 30 sec. ad screened at Oscar Cinema – Al Wahda Mall, Reel Cinemas – The Dubai Mall and VOX Cinemas – City Centre Mirdif, Mall of the Emirates and Yas Mall in UAE from 3rd October to 30th October 2019.

The same ad screened in Saudi Arabia at VOX Cinemas – Red Sea Mall and Kingdom Tower and AMC Cinemas – KAFD from 3rd October to 23rd October 2019.

 

Ford

The 60 sec. ad screened at VOX Cinemas – Mercato, Mall of the Emirates, Nation Towers Abu Dhabi and Reel Cinemas – Dubai Marina Mall and The Dubai Mall in UAE from 12th September to 9th October 2019.

The same ad screened in Saudi Arabia at VOX Cinemas – Red Sea Mall and Kingdom Tower and AMC Cinemas – KAFD from 19th September to 16th October 2019.

 

Mohamed Bin Rashid City

The 60 sec. ad (in English and Arabic) screened at VOX Cinemas – Burjuman, Mercato, City Centre Mirdif and Mall of the Emirates, Reel Cinemas – The Dubai Mall and Jebel Ali Recreation Club and Roxy Cinemas – City Walk in UAE from 17th October to 13th November 2019.

The same ad also ran at Oscar Cinema – Al Wahda Mall in UAE from 28th October to 13th November 2019.

 

Healthpoint

The 30 sec. ads screened in rotation at Oscar Cinema – Al Foah Mall, Al Shaab Village and Al Wahda Mall, Cinemacity – Zero 6 Mall, Cine Royal Cinema – Dalma Mall, Khalidiya Mall and Deerfields Mall and VOX Cinemas – City Centre Fujairah, Marina Mall Abu Dhabi, Nation Towers, Al Hamra Mall, Yas Mall, City Centre Sharjah and Al Jimi Mall in UAE from 17th October to 13th November 2019.

 

Fly Dubai

The 30 sec. ads screened in rotation at Oscar Cinema – Al Wahda Mall, VOX Cinemas – Burjuman, City Centre Mirdif, Mercato and Mall of Emirates and Reel Cinemas – The Dubai Mall in UAE from 26th September to 16th October 2019.

One of the ads from above also screened in Saudi Arabia at VOX Cinemas – Red Sea Mall, Al Qasr Mall and West Avenue Mall from 26th September to 9th October 2019.

 

YAS Island

The 60 sec. ad (in English and Arabic) screened at VOX Cinemas – City Centre Ajman, Burjuman, City Centre Mirdif, Mercato, Mall of the Emirates, City Centre Fujairah, Al Hamra Mall and Yas Mall, Oscar Cinema – Al Foah Mall and Al Wahda Mall, Cine Royal Cinema – Dalma Mall and Khalidiya Mall and Reel Cinemas – The Dubai Mall and Al Ghurair Centre in UAE from 3rd October to 30th October 2019.

 

Al Shindagha Museum

The 30 sec. ad screened at VOX Cinemas – City Centre Mirdif and Mall of the Emirates and Reel Cinemas – The Dubai Mall and Al Ghurair Centre in UAE from 12th September to 2nd October 2019.

 

Malabar Gold

Malabar Gold booked a 52 week on-screen campaign to follow all Asian movies at the following locations in the UAE: VOX Cinemas – Marian Mall Abu Dhabi, Yas Mall, Abu Dhabi Mall, City Centre Deira, Burjuman, City Centre Mirdif, Cineplex Grand Hyatt, City Centre Shindagha, City Centre Sharjah, City Centre Ajman, City Centre Fujairah, Al Hamra Mall, Al Jimi Mall, Mall of the Emirates and Mercato, Cine Royal Cinema – Khalidiya Mall, Dalma Mall and Ruwais Mall, Oscar Cinema – Al Wahda Mall, Al Ain Club and Al Shaab Village, Cinemacity – Arabia Centre and Reel Cinemas – The Dubai Mall and Al Ghurair Centre, in UAE.

As part of this 52 week campaign, the 60 sec. ads above screened in September and October 2019.

 

Ghost Recon

Ghost Recon booked a 30 sec. follow a movie on-screen campaign alongside Joker at VOX Cinemas – Mall of the Emirates in UAE.

The ad also screened in Saudi Arabia at VOX Cinemas – Riyadh Park Mall from 3rd October to 30th October 2019.

 

Splash

Splash booked a 30 sec. on-screen campaign to follow Asian movies War at Housefull 4 (for a period of two weeks from the date of release) at VOX Cinemas – Marina Mall Abu Dhabi, City Centre Deira, Mall of the Emirates, Al Hamra Mall, Burjuman, City Centre Mirdif and Cineplex Grand Hyatt in UAE.

The same commercial screened in Saudi Arabia at VOX Cinemas – Riyadh Park Mall, Red Sea Mall and Al Qasr Mall, AMC Cinemas – KAFD and Muvi Cinemas – Mall of Arabia from 3rd October to 27th November 2019.

 

Atlantis

Atlantis booked a 30 sec. follow a movie on-screen campaign alongside Maleficent at VOX Cinemas – Mall of the Emirates, Reel Cinemas – The Dubai Mall, Dubai Marina Mall, The Pointe and Roxy Cinemas – The Beach in UAE.

 

Hermes

Hermes booked a 30 sec. follow a movie on-screen campaign for its fragrance Twilly alongside the following movies: Once Upon a Time in Hollywood, The Goldfinch, Downtown Abbey and Ad Astra, at the following cinema locations: Reel Cinemas – The Dubai Mall, Dubai Marina Mall, Jebel Ali Recreation Club, Rove Downtown, The Springs Souk, The Pointe and Al Ghurair Centre and Roxy Cinemas – The Beach and City Walk.

 

Mobily

The 15 sec. ad screened at VOX Cinemas – Riyadh Park Mall, Red Sea Mall, West Avenue Mall and Al Qasr Mall, and AMC Cinemas – KAFD in Saudi Arabia from 3rd October to 16th October 2019

 

Leejam

The 10 sec. ad screened at VOX Cinemas – Riyadh Park Mall, Red Sea Mall, West Avenue Mall, Al Qasr Mall, Kingdom Tower and The Roof, AMC Cinemas – KAFD and Muvi Cinemas – Mall of Arabia in Saudi Arabia from 12th September to 2nd October 2019

 

Burgerizzr

The 10 sec. ad screened at VOX Cinemas – Riyadh Park Mall, Al Qasr Mall, West Avenue Mall and The Roof in Saudi Arabia from 19th September to 16th October 2019

 

Carolina Herrera

The 10 sec. ad screened at VOX Cinemas – Riyadh Park Mall, Red Sea Mall and AMC Cinemas – KAFD in Saudi Arabia from 19th September to 16th October 2019.

 

Riyadh Season

The 30 sec. ad screened at VOX Cinemas – Riyadh Park Mall, Red Sea Mall, Al Qasr Mall, The Roof, West Avenue Mall, AMC Cinemas – KAFD and Muvi Cinemas – Mall of Arabia in Saudi Arabia from 28th October to 10th November 2019.

 

Saudi Energy Efficiency Centre

The 15 sec. ad screened at VOX Cinemas– Riyadh Park Mall, Red Sea Mall, Al Qasr Mall, The Roof, Kingdom Tower, West Avenue Mall, AMC Cinemas – KAFD AND Muvi Cinemas – Mall of Arabia in Saudi Arabia from 10th October to 13th November 2019.

 

Nespresso

The 30 sec. ad screened at VOX Cinemas – Riyadh Park Mall and Red Sea Mall from 10th October to 6th November 2019 and AMC Cinemas – KAFD in Saudi Arabia from 10th October to 4th December 2019.

 

 

Contact a member of our sales team for more information on on-screen advertising across our circuit in the Middle East.

Ramadan and Eid | Cinema Campaigns | 2019

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.

Narciso Rodriguez | Rouge | Luxury Cinema Campaign

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

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:

Narciso Sampling Activity at Reel Cinemas - The Dubai Mall

 

 

Activation stand at VOX Cinemas – Mall of the Emirates:

Narciso Sampling Activity 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.

Cinema Remains an Important Touchpoint for Luxury Brands

There was once a time when the luxury media landscape used to be simple – including mainly television, outdoor, print, radio and a tad of cinema. Then luxury consumers went ahead and started finding inspiration and shopping opportunities in places and at times that brands found puzzling.

This consumer-driven puzzle became more complex as high-end fashion brands started showing their collections in-season, launching digital and print ads instantly and allowing consumers to buy runway items in real-time.

To address this complexity, luxury brands started heavily investing in digital media with fervor unseen in any other industry. Nevertheless, the safest and best way to guarantee a larger segment of affluent consumers are exposed to a brand and its respective message is by including a variety of touchpoints in its media plan.

This article explores why luxury brands should choose cinema as a medium for advertising, how cinemas in the UAE and other parts of the Middle East have evolved over the last two years – catering to a range of audiences; including affluent consumers with a sophisticated mindset, and why cinema remains an important touchpoint – when targeting niche audiences.

 

Why choose cinema as a medium for advertising:

Ideal Environment for Advertising

Dark Auditorium & Distraction Free – All eyes on the big-screen and attention guaranteed without interruptions.

Everything About it is BIG

Larger Than Life Image – Consumers notice cinema ads as they make real use of the big screen with impressive graphics, panoramic landscapes and unusual visual displays.

Exceptional Audio

Surround Sound & Booming Bass – Sound is a key part of the cinema experience, with the best ads using it to optimize its effect.

Captive & Receptive Audience

“Opt in” Medium – With the audience choosing to go to the cinema, your brand reaches out to a relaxed and receptive audience.

In addition, cinema offers 360-degree exposure and innovative opportunities to brands – utilizing both on-screen and off-screen advertising. Ranging from sampling, activations, promotions and many more activities, advertisers can now compliment and support their on-screen ads with off-screen advertising for greater brand impact.

 

Research from the region to justify investment in cinema advertising:

Commissioned by Motivate Val Morgan – market leader in cinema advertising across the Middle East, Ipsos – global market and opinion research specialist, recently conducted a study to decipher movie-going audiences and measure the effectiveness of cinema advertising in the UAE.

The report, Cinema 360: Audience, Advertising and Movies, examines the following:

The study validates the distinctive power of cinema as a medium for entertainment and advertising: premium first-run content, delivered to a captive and engaged audience, in an impactful environment, can deliver significant uplift and value to advertising budgets.

 

Here are the key findings from Cinema 360: Audience, Advertising and Movies

Key Finding from MVM-IPSOS Research Report

 

It is also important to note that the movie-going culture is big in the UAE – especially amongst locals and affluent expats.

MVM-IPSOS Report - Frequency of Visiting the Cinema (Nationality)

 

Click here to access the full report.

 

How cinemas in the region have evolved:

Over the last two years, cinema operators have invested a great deal on expanding and upgrading their respective cinema multiplexes.

This upgrade includes the revamp of existing luxury cinema screens and the introduction of luxury cinema concepts and stand-alone boutique cinemas.

Luxury Brand Cinema Advertising in the Middle East

 

Luxury cinemas are intimate and private with fully reclining armchairs and adjustable footrests arranged in pairs with their own private table. The seating is tiered for unobstructed

The sheer opulence and indulgence of these luxury cinemas also offers unsurpassed levels of service. Drinks and snacks are served on-demand throughout the movie and the menu offers a range of premium food options.

An exclusive lounge facility is adjacent to each of these luxury cinemas – for guests who want a more intimate cinema experience.

Motivate Val Morgan serviced cinemas that offer luxury cinema experiences include: VOX Cinemas (regionally), Reel Cinemas (UAE), Oscar Cinema (UAE), Cine Royal Cinema (UAE), Roxy Cinema (UAE) and Cinemacity (UAE).

 

Luxury Brand Cinema Advertising in the Middle East

 

Partnering with celebrity Michelin star chef Gary Rhodes, VOX Cinemas introduced a new luxury THEATRE by Rhodes – the first concept of its kind in the Middle East in September 2015 at its Mall of the Emirates cinema location.

THEATRE by Rhodes delivers the most innovative and customer-focused experience, presenting movie lovers with a full food and beverage menu –prepared by in house chefs who are all trained to meet the internationally renowned Rhodes’ standard.

From a state-of-the-art auditorium to the large leather reclining pod-seats, waiter service and exclusive lounge, THEATRE by Rhodes is luxury cranked up to the max – effectively an upgrade on the VOX Gold Class cinema experience.

THEATRE by Rhodes is solely available at VOX Cinemas: Mall of the Emirates (UAE – Dubai), Yas Mall (UAE -Abu Dhabi) Nation Towers (UAE -Abu Dhabi), Doha Festival City (Qatar) and The Avenues (Bahrain).

 

Luxury Brand Cinema Advertising in the Middle East

 

The Roxy at BOXPARK in the UAE offers a boutique ambience that combines plush retro elements (Italian leather-trimmed seats), cutting edge audio-visual technology and a carefully-crafted menu of gourmet selections

It is the region’s first boutique cinema experience – combining plush and retro elements that delivers a magical movie experience.

 

The average cost for a couple in one of these luxury high-end cinemas (including tickets and F&B) is around 450 AED for just one movie night – thus offering luxury brands with the perfect target audience – the coveted, but hard to reach, affluent and educated consumers between the age of 25 to 60+.

 

Example Luxury Brand Cinema On-Screen Campaigns Booked Through Motivate Val Morgan:

Cartier

 

An advertiser from 2016.

 

Tiffany & Co.

An advertiser from 2016.

 

Tag Heuer

An advertiser from 2017.

 

Other Luxury Brand On-Screen Cinema Advertisers of Motivate Val Morgan:

 

Example Luxury Brand Cinema Off-screen Campaigns Booked Through Motivate Val Morgan:

 Elie Saab

Luxury Brand Cinema Advertising in the Middle Eas

 

An advertised from 2017.

 

Versace

Luxury Brand Cinema Advertising in the Middle East

 

An advertised from 2017.

 

Narciso Rodriguez

Luxury Brand Cinema Advertising in the Middle East

 

An advertised from 2017.

 

Why cinema remains an important touchpoint – when targeting luxury niche audiences:

With an increase in the number of blockbusters releasing across the region and an equal increase in the number of cinema admissions each year, there’s no doubt that cinema remains an important platform for entertainment – catering to all ages and nationalities, and advertising in the region.

Luxury cinema concepts are very high-end and upscale – designated plush lobby areas, comfortable leather reclining seats, bespoke F&B offerings and a personalized waiter service, which elevates the movie going experience for consumers with a sophisticated mindset.

Such cinemas create small, intimate and curated relationships with sophisticated audiences which are more viable for luxury brands than mass awareness-seeking media campaigns.

Brand Storytelling is increasingly becoming the new way to create meaningful dialogs with luxury consumers – and there’s no better place than cinema for showcasing such content.

Luxury cinema concepts are no longer specific to certain operators. Today, most reputed cinema operator across the region offer unique luxury cinema experiences – catering to audiences of varying levels of sophistication.

 

Why choose to partner with Motivate Val Morgan:

Motivate Val Morgan’s coverage includes over 480 cinema screens across 55 cinema locations in the Middle EastUAE, Lebanon, Oman, Egypt, QatarBahrain, Saudi Arabia and Kuwait. We partner with leading cinema operators who offer luxury cinema experiences and have a presence in the best shopping malls across the region.

Contact a member from our sales team for more information on cinema advertising opportunities that target affluent and sophisticated audiences.

 

 

Source: Luxury Daily