| Advertiser | Royal Air Force |
|---|---|
| Buying route | DCM Studios, Gold Spot, Partnership |
| Audience | 16-34 Adults |
| Media Agency | Omnigov |
Background
The Royal Air Force (RAF) were looking to expand their current ad, and adapt assets for cinema, on and off screen, to amplify their existing ad and tailor it to the big screen.
Plan
- DCM Studios created digital Thrill Seekers assets for Cineworld Rotundas and Digi-screens
- Adapted the RAF ad and created Co-Branded Idents as part of ‘Thrill Seekers at Cineworld’
- Expanded the RAF ad to create an immersive experience for the audience through the Screen X 270 degree viewing format
- These appeared in Cineworld cinema foyers, so audiences were served content on and off screen
New Addition:
RAF is the exclusive sponsor the Cineworld Thrill Seekers Film Season. This season sponsorship is a Media First, the very first of its kind, marking a new era for RAF Thrill Seekers. It launched this March- attracting adventurous, adrenaline-seeking individuals, and encouraging them to explore careers in the RAF through the power of immersive Cinema, aligned with an exciting slate of films. After working with RAF for the last couple of years, we have evolved Thrill Seekers into this exciting new season engaging audiences with high-octane action films and allowing them to experience thrilling moments through the big screen.
This season will engage audiences with high-octane action films and allow them to experience thrilling moments through the big screen. Featuring nearly 300 exclusive screenings across all UK Cineworld locations, each week spotlights a different classic action movie e.g. John Wick, Inception and Terminator 2.
As part of this collaboration, the RAF's 60 second recruitment advertisement, 'The Force Protecting Space', will be showcased in the premium 'Gold Spot' position before each film. Additionally, co-branded marketing materials, including exclusive popcorn bags, will be available throughout March.