Launched by Cinemark and First Choice Flavoured Milk, and tailor-designed to the brand, the campaign saw a 30 second cinema commercial played as well as activations in the foyers of select cinemas.
Not only did this impact an audience who are at their most attentive, but it created a talking point before and after the film – a highly successful strategy.
Trade marketing manager for Woodlands Dairy, Kogi Maistry, says, “Cinema was included in our media flow plan because it offers a captive audience and we can create brand experiences.”
Yvonne Diogo, marketing manager for Cinemark, explains, “The creativity and the excitement around the First Choice Flavoured Milk campaign shows just how effective cinema advertising is. It was so much fun to work with this brand and I know that the audience felt that energy and excitement in a larger-than-life way.”
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