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| Author | Zoe Aresti |
Camelot, the UK National Lottery operator, launched a tactical cinema campaign with a two minute piece of creative that was shared last weekend around Mother’s Day 2015.
The campaign marks a first for cinema and is the swiftest turnaround ever seen for Digital Cinema Media (DCM). Within 24 hours of receiving the brief, the creative was aired on screen, testing the dynamic digital scheduling that DCM has pioneered since 2012.
The creative, entitled Edna’s Surprise, is set within a cinema environment, making the cinema medium the perfect fit to showcase the ad, which was well received by audiences across the country. An extensive paid video campaign ran alongside the cinema ad.
Max Lucas, Media Strategy Manager, Camelot, said: “The flexibility of the cinema medium offers brands dynamic production, planning and scheduling opportunities. Getting our campaign on screen with such a short turnaround was fantastic and we were impressed with how DCM stepped up to the challenge to accommodate two minutes of screen-time at such short notice. We will certainly be thinking more about using digital cinema as a tactical way of amplifying some of our powerful content in the future.”
Digital Cinema Media (DCM) added: “Cinema advertising is constantly evolving. Now a fully digital platform, the medium is cheaper, faster and more flexible, and the opportunities for advertisers to engage that early-adopting, socially savvy cinemagoing audience are endless. Camelot’s campaign proved ground breaking - it’s the first time a campaign has been put on screen over such a short time period. We’re excited to look at more innovative ways to connect brands and people in the unique cinema environment.”