Digital Cinema Media (DCM), the market leader in UK cinema advertising, has partnered with Berghaus, the outdoor clothing and equipment manufacturer, to produce the first national cinema ad with tailored local messaging, directing cinemagoers to their nearest Berghaus stockists.
The national ad concludes with several different end frames, targeted at specific local areas, driving audiences to their local Berghaus stockists, including Blacks retail stores, the outdoor experts. This is something that would not have been possible before the advent of digital operation in cinema.
DCM is now able to work with brands to offer innovative advertising solutions that will drive new marketing spend into cinemas thanks to shorter leader times, greater flexibility, the ability to start campaigns any day of the week and the option to change copy, as well as ground-breaking interactive possibilities through new technology.
Nearly 90% of DCM’s cinema portfolio sits in close proximity to retail areas, which equates to 474 sites nationwide. The strategic opportunities afforded by local end frames mean that cinema advertisers can target audiences based on the proximity of their location to the desired destination and employ bespoke messaging for every showing of the creative. The ad will run in 22 different sites across the UK, before all films, from 18 October to 31 October.
Caroline Smith, Berghaus Head of Marketing for the UK and Europe, comments: “When we first launched our Live for Adventure creative, we made it clear that this was going to be a sustained campaign and we’re living up to that promise. We continue to make a significant investment to keep the profile of the brand high and boost its appeal, and this major initiative will play a key role in doing that this autumn. The DCM Cinema campaign will reach many thousands of people and we believe that it will encourage cinemagoers to visit Blacks stores and other Berghaus retailers, leading to an uplift in sales.”
Live for Adventure was launched in 2011 as a brand statement designed to personify the philosophy at the heart of Berghaus. The initial campaign featured the brand’s first TV commercial, which was followed up by cinema advertising in 2012 – both spots were directed and produced by award winning film-maker Alastair Lee and supported by print and digital activity.
Joe Evea, Commercial Director, DCM said: “The flexibility of cinema advertising gives brands the ability to target audiences on a cinema by cinema basis and provide them with a message that is both relevant and engaging. Berghaus has used cinema advertising to raise the profile of its brand, increase engagement with cinema audiences, drive footfall to stores and ultimately increase sales.”
The deal for screen time was handled by DCM and Media-Link with Media Shop.