| Date | |
|---|---|
| Author | DCM |
The Digital Cinema Media Awards 2018 are now open for entries and, as the July deadline for submissions approaches, we've decided to take a look back at the best and brightest of last year's work to get you inspired about the competition that honours and celebrates the best in cinema advertising.
Every week until the closing date for entries, we will be highlighting each of last year's winners to give you a taste of the quality that the DCM Awards champion.
The Best Newcomer to Cinema category gets put under the spotlight first.
Last year’s winner was Leffe’s Picturehouse Pop Up Sponsorship and we look back at why the judges believed this campaign deserved to triumph over the rest of the shortlist.
“This was a brave, ‘all-in’ approach for a newcomer to cinema. Surprising and different, it really stretched the potential for an activation. Picturehouse Pop-Up was the perfect fit for thebrand and the whole campaign achieved impressive results.”
2016 was the year of speciality and craft beer and, with a small amount of media spend, Leffe was at risk of being lost in an increasingly cluttered and highly competitive market. It needed to set itself apart by driving product trial amongst 35-65 year old males with a taste for “goodfood, fine art and film”.
Cinema was therefore the perfect lead medium, with additional support from The Guardian to amplify the activity from September onwards.
It was critical to Leffe to create a ‘real world’ experience so a partnership was formed with DCM and Picturehouse to create a unique pop-up film experience. A Leffe tasting truck was commissioned and lled with beer, cured meat and cheese to tour the UK. More than 30 lms were screened across 12 idyllic locations from Norwich to Exeter, including a Brief Encounteron top of the Ashmolean Museum in Oxford.
To enhance the association with film, a 10-minute short lm was screened at every site, commissioned by Leffe and produced by Bafta-nominated director Gary Tarn, on the virtues of taking time to master one’s craft.
More than 700,000 people were engaged through the whole partnership and over 8,000 individualswere served Leffe at the pop-up screenings. As the lead partner for 2016 with the greatest investment, cinema helped Leffe sell 40,857 hectolitres of beer and deliver a record £14.7m in sales.
Enter Best Newcomer to Cinema category and read more about the DCM Awards here.