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| Author | Zoe Aresti |
Digital Cinema Media (DCM) and Sky have announced a new seven-month national media-first advertising campaign partnership to promote the latest initiative from Sky Glass, "It’s like the cinema but in a TV".
The partnership, brokered by DCM and EssenceMediacom, will run from May until December and sees a 40-second Sky Glass brand advert exclusively run in all Premium Large Format screen locations across DCM’s estate nationwide. This is a new offering from DCM created bespoke for Sky Glass.
The campaign sees Sky Glass sponsoring Cineworld’s Superscreens - the first time an advertiser has directly aligned with this premium format - to associate their 4K & Dolby Atmos technology with the best cinema viewing experience. At the centre of this sponsorship sits a bespoke 30-second co-branded ident created by DCM Studios and produced by Wonderhatch, that will play out across all of Cineworld’s 4K & Dolby Atmos enabled screens ahead of some of this year’s major blockbusters, including A Quiet Place: Day One, Alien: Romulus, Deadpool Vs Wolverine, Joker: Folie à Deux and Beetlejuice Beetlejuice.
The Ident depicts a cinemagoer, transported into a multiverse of iconic cinematic worlds. The viewer then finds themselves in a Sky Glass living room, ready for a similar cinematic experience at home, highlighting that “It’s like the cinema, but in a TV.”
Sky is a long-term cinema advertiser, identifying cinema as the ideal platform to showcase the exceptional experience their products deliver. This partnership has enabled Sky to create a comprehensive, multi-channel advertising campaign designed to maximise impact across various customer touchpoints. This includes the first time an advertiser has taken over Cineworld’s bespoke Rotunda displays, which are premium, giant displays previously only available to distributors, and a significant Digital 6 Sheet campaign running across VUE cinemas to drive maximum message frequency.
"Cinema has always been a powerful medium for storytelling, and with Sky Glass’ 4K picture and built in Dolby Atmos soundbar, we’re able to bring the cinematic experience directly into our customers’ homes," said Jamie Stellon, Marketing Director at Sky. "Our collaboration with DCM provides us with a unique opportunity to create an immersive and impactful campaign, drawing parallels between the technology used in Cinema and the unique features of Sky Glass which enhance the way our customers can enjoy their entertainment.”
James Devine, Business Director, EssenceMediacom said: "This groundbreaking collaboration with DCM has enabled us to leverage the unique capabilities of premium cinema screens to create an impactful and immersive campaign for Sky Glass. By Sponsoring Cineworld’s Superscreens, we are able to highlight the exceptional features of Sky Glass, including its 4K screen and Dolby Atmos soundbar, in a highly contextual and immersive environment.”
"We are thrilled to partner with Sky Glass on this innovative campaign," added Creative Director Jeremy Kolesar at DCM Studios. "Cinema provides an unparalleled environment for brands to connect with audiences, and Sky Glass’s commitment to delivering a premium home entertainment experience aligns perfectly with the immersive nature of cinema advertising."
This integrated campaign is amplified with Sky Glass having added brand coverage across Superscreen website banners, blog posts, newsletters, and mobile app displays.
Sky Glass is the innovative new smart TV from Sky, featuring a 4K Ultra HD screen and 360-degree built-in Dolby Atmos sound. Sky describes it as "the ultimate at-home cinema experience."