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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United Arab Emirates celebrated 47 glorious years as a nation on 02nd December 2018.
National Day is one of the most celebrated days in the country – as it marks the historical moment when the seven emirates came together to form one country, and this year took on even greater importance having been labelled the ‘Year of Zayed’ which marks 100 years since the birth of UAE’s founding father late Sheikh Zayed bin Sultan Al Nahyan.
To honour and celebrate the nation’s leadership, progress, history and values, leading brands in the UAE launched cinema campaigns across the country.
Dubai Holding
Dubai Holding commemorated the legacy of the late Sheikh Zayed bin Sultan Al Nahyan with a comprehensive campaign highlighting his enduring values that have shaped today’s nation –inclusiveness, tolerance and humanity.
The campaign launched on 27th November 2018 with a video being broadcasted on television, in cinema and promoted online via social media.
A 60 sec. on-screen ad was booked through Motivate Val Morgan to screen from 27th November – 03rd December 2018 at the following cinema locations:
Dubai
VOX Cinemas – City Centre Mirdif, Mercato Mall
Reel Cinemas – The Dubai Mall
Roxy Cinemas – City Walk
Abu Dhabi
VOX Cinemas – YAS Mall Abu Dhabi
Centrepoint
Centrepoint – GCC’s biggest and most coveted multi-brand retailer, launched a national day campaign titled ‘United by Harmony’, which pays tribute to the UAE (home to over 200 nationalities) and celebrates the spirit of tolerance, diversity and unity.
As one of Motivate Val Morgan’s loyal clients for many years, Centrepoint ran a 1 min 42 sec. on-screen ad (in both English and Arabic) from 29th November – 05th December 2019 at the following cinema locations:
Dubai
Cinemacity – Arabian Center
Roxy Cinemas – City Walk
Reel Cinemas – The Dubai Mall
VOX Cinemas – City Centre Mirdif and Mall of the Emirates
Sharjah
Cinemacity – Zero 6 Mall
Abu Dhabi
Cine Royal Cinema – Dalma Mall
VOX Cinemas – Nation Towers and YAS Mall
ADNOC (Abu Dhabi National Oil Company)
ADNOC launched a community campaign titled ‘Remembering 47 Wonderful Years Together’ – a social media-focused storytelling program designed to evoke cherished memories of life in UAE.
The campaign kicked off with the official launch of ADNOC’s special National Day tribute video ‘Memories’ – unveiled at ADNOC’s Headquarters for its employees. The video has been described as a powerful, historical and endearing visual pastiche of life in Abu Dhabi and the broader UAE.
The video was advertised online, as well as in cinemas across the UAE – helping to raise awareness for the campaign and to remind citizens, residents and visitors of what makes life in the seven emirates so unique.
A 60 sec. on-screen ad was booked through Motivate Val Morgan from 27th November 2018 – 04th December 2018 at the following cinema locations:
Dubai:
Reel Cinemas – The Dubai Mall and Dubai Marina Mall
Roxy Cinemas – City Walk
Cinemacity – Arabian Center
VOX Cinemas – City Centre Deira, City Centre Mirdif, Mercato Mall, Mall of the Emirates, and Cineplex Grand Hyatt
Abu Dhabi
Cine Royal Cinema – Deerfields Mall, Khalidiyah Mall, Ruwais Mall, and Dalma Mall
VOX Cinemas – YAS Mall, Nation Towers and Marina Mall
Al Ain
Oscar Cinema – Al Foah Mall, Al Raha Mall and Al Wahda Mall
Sharjah
Oscar Cinema – Al Shaab Village
VOX Cinemas – City Centre Sharjah
Ajman
VOX Cinemas – City Centre Ajman
Ras Al Khaimah
VOX Cinemas – Al Hamra Mall
Fujairah
VOX Cinemas – City Centre Fujairah
du
du, the fastest growing mobile communications and technology provider in the UAE, launched a campaign titled ‘#UAEBlessings’ – inviting people from all corners of the country to recognise the astonishing feats and contributions of the country’s founding fathers and visionary leaders.
Centering on four key pillars of Happiness, Harmony, Safety, and Opportunity, the video restates how lucky are the people of UAE to live and thrive in the land of endless opportunity. It also aims to evoke feelings of admiration and warmth citizens experience for the homeland every day.
du booked a 30 sec. on-screen ad through Motivate Val Morgan from 07th December – 12th December 2018 at all locations operated by VOX Cinemas in the UAE.
Contact a member of our sales team for more information on cinema advertising opportunities to mark special occasions in 2019.
Sources: Emirates Business, Emirates News Agency, Behance, du and YouTube
VOX Cinemas announced that they will operate for 24 hours every weekend for the rest of the summer – starting Thursday 12th July 2018.
The new all-day programme will be available at selected VOX locations in the UAE, which include Mall of the Emirates, City Centre Deira and City Centre Mirdif, and will not include movies for children.
This is not the first time the UAE has screened movies for 24 hours, but this will be the first time that it is a regular event, taking place over the entire weekend.
The good news:
Moviegoers
You can choose to spend the wee hours of your mornings shrinking into small size watching Ant-Man and the Wasp, turning up the heat with Dwayne Johnson watching Skyscraper, being at the helm of the heist watching Ocean’s 8 or grooving to the music of Mamma Mia! Here We Go Again.
Check out what to watch and when to see it over on the VOX Cinemas website.
Advertisers
With the cinemas at Mall of the Emirates, City Centre Deira and City Centre Mirdif open 24 hours over the weekends, advertisers will benefit from more spots, at no extra cost!
Don’t miss out on the opportunity to attract extra exposure during the summer of 2018.
Sources: Gulf Business, Gulf News and The National
The ‘silence your mobile phone ad’ is a specially positioned creative spot asking moviegoers to put their phones on silent mode – prior to the start of a movie. It is a spot exclusively sold to 1 advertiser at a time. The ad spot has to be a maximum of 10 seconds long and has to be booked on an annual basis across all screens in the Motivate Val Morgan circuit (VOX Cinemas, Oscar Cinema, Cine Royal Cinema and Cinemacity).
In November 2017 – alongside the release of Justice League, Motivate Val Morgan in collaboration with Murdoch University Dubai conducted a cinema research project in the form of questionnaires and video interviews at VOX Cinemas – Mall of the Emirates and City Centre Deira, to measure the effectiveness of the ‘silence your mobile phone ad spot’.
Between 7pm and 9pm on 17 November 2017, two teams (comprising of two media students in each team – interviewer and videographer) from Murdoch University were present at each location to conduct video interviews and get questionnaires filled out by cinemagoers visiting the respective cinema locations.
At the time of this research project, Motorola had booked the ‘silence your mobile phone ad spot’.
No of questionnaires:
Mall of the Emirates – 19 respondents
City Centre Deira – 26 respondents
No of video interviews:
Mall of the Emirates – 9 respondents
City Centre Deira – 13 respondents
Please note: the same questions were asked in both segments (questionnaire and video interview) of this cinema research project.
Results from the research carried out at both VOX Cinemas locations are as per below:
How often do you go to the cinema?
Once a week – 21 respondents
2 to 3 times a month – 20 respondents
Once a month – 12 respondents
Once every 2 months – 3 respondents
Often – 6 respondents
Depends – 4 respondents
Not Applicable – 1 respondent
How long before the movie starts (time on ticket) do you arrive at the cinema?
Hour before – 5 respondents
More than 20 minutes before – 19 respondents
10 to 15 minutes before – 27 respondents
5 minutes before – 8 respondents
Exactly at the start time of the movie – 8 respondents
Do you enjoy the pre-show (cinema ads by Motivate Val Morgan)?
Yes – 52 respondents
No – 15 respondents
Do you pay attention to cinema ads?
Yes – 53 respondents
No – 14 respondents
How many cinema advertisements seen on screen do you recall?
1 to 2 ads – 24 respondents
3 to 4 ads – 17 respondents
5 or more ads – 12 respondents
All most all ads – 5 respondents
None – 8 respondents
Not Applicable – 1 respondent
Do you recall the Motorola ad (silence your mobile phone spot)?
Yes – 48 respondents
No – 19 respondents
How creative was the Motorola ad?
Very creative – 22 respondents
Somewhat creative – 15 respondents
Neutral – 7 respondents
Not Creative – 4 respondents
Please Note: only respondents who answered yes to the previous question answered this question
What sort of on screen ads stand out?
Visually creative – 35
Long – 2
Short – 3
Fun/Funny – 6
Catchy – 2
Good Message – 3
Music accompanying the ad – 4
Ads that include the audience – 2
Other – 3
Not Applicable – 16
Please note: respondents could provide one or multiple answers to the question above.
All respondents who participated in the video interview segment signed consent forms which do not grant Motivate Val Morgan permission to publish the footage shot at the two locations.
Research Highlights:
As the results above indicate, the ‘silence your mobile phone ad’ is well-received, due to the following factors:
High Frequency – the ad plays on all screens and alongside every movie across all locations of four cinema operators.
Recall – the ad plays closest to the start of the movie (just before the ticker– movie countdown spot).
Creativity – the ‘silence your mobile phone ad spot’ showcases the most creative ads which remains ‘top-of-mind’
A big thank you out to the media students from Murdoch University Dubai – Tarek Fakhra, Kayla Nobrega, Gem Macalma and Irene Macabuhay, for taking time out on Friday 17 November 2017 to conduct the questionnaires and video interviews, and the management at VOX Cinemas for granting us permission to carry out this research project on a busy weekend at two key cinema locations – VOX Cinemas Mall of the Emirates and City Centre Deira.
Here are some example ‘silence your mobile phone ads’ booked through Motivate Val Morgan:
Axiom – 2012 to 2016
Samsung – May 2016 to January 2017
Motorola – May 2017 to January 2018
Interested in the ‘silence your mobile phone ad spot’? Contact a member of our sales team for more information.
