"The overall intention was to provide cinemagoers with a positive and unforgettable experience," comments Andre' Frauenstein, Sales Director, CineMARK.
The ABSA Mega U cinema experience encompassed three 30 second on screen advertisements informing moviegoers about the Mega U product followed by a 10 second tag on commercial that informed cinema viewers about the 'live give-away competitions'. Accompanying the advertisements and increasing top of mind awareness ABSA dominated the cinema foyers with branding, an ABSA new account sign-up station, portable ABSA display stands and roller banners which all added a distinctive and dazzling element to the campaign.
Through 17 of the top performing digital cinema sites across the country, ABSA utilised the unique LiveXperience developed by Marketing Solutions company Yellow Crossing, an organisation with a flair for innovative interactive cinema activity, which enabled ABSA to take digital images of the consumers as they interacted with the ABSA branding in the cinema foyer. LiveXperience is made possible through the use of a combination of digital cellular imaging, GPRS, email, satellite transmission and digital cinema content play out. The digital images were merged with a one minute ABSA Mega U give-away commercial, which was then screened in the participating cinema houses, with the winner of the live giveaways being announced immediately in the cinema house. The winners were then encouraged to collect their prize, of an ABSA Mega U Account with an opening balance, live in the cinema environment.
"It's an amazing concept, cinema patrons enter the cinema, sit down, relax and prepare to watch the movie. As the cinema reel commences the cinema patrons are exposed to the ABSA Mega U advertisement. The next thing they see is a digital image of themselves on the screen and an ABSA branded promoter asking the winner to collect their prize. It's a phenomenal example of the power of cinema advertising and the ability of digital facilities to provide up to the minute consumer interaction. It's very difficult to ignore that kind of hands on interaction with a brand!" reiterates Frauenstein.
As a key element to this campaign, the active participation of clearly branded ABSA promoters was essential. Each promoter was encouraged to approach patrons under the age of 18 attending movies. Promoters interacted with the cinemagoers and educated them on both the Mega U product and its benefits and services as well as on the LiveXperience competition. Promoters were used to assist in the taking of photographs and the final selection of the winners. Promoters were also responsible for the LIVE handover of the prizes. Participating patrons were informed that it was essential for them to be in the cinema at a specified time in order to stand in line to win.
As part of ABSA's Mega U cinema campaign, ABSA added various backing elements that enabled customers and potential users access to ABSA's services and information. The sign-up station allowed people to sign up for new accounts without having to make their way to the bank as well as a portable display stand with information pamphlets to provide moviegoers with all the details they need on the ABSA Mega U product.
"This fresh innovative approach was a winner with moviegoers and created phenomenal exposure and excitement for the ABSA Mega U product. Cinema and its ability to reach mass audiences while they are most receptive is fast becoming a sought after advertising option. The introduction of digital and its ability to provide ease of application and interactive campaigns such as LiveXperience is making the cinema environment far more amenable to exciting interactive opportunities," concludes Frauenstein.
