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| Author | Mia Blakeney |
Digital Cinema Media has been shortlisted in two categories in the Campaign Media Awards 2024.
“Thriving with cinema” by Digital Cinema Media and Initiative for NatWest has been shortlisted in both the Branded Content – TV & Cinema and Creative Idea: budget over £250K categories.
The campaign aligned Natwest Thrive, a financial confidence and life readiness programme that helps young people build their money mindset, self-belief and skills, with the new Gran Turismo film from Sony Pictures.
The Gran Turismo film is a unique video game adaptation in that it doesn’t take its story from the game itself. Instead, it tells the true story of Gran Turismo player Jann Mardenborough, whose skills and passion take him to a string of video game competitions that eventually land him a real world racing contract with Nissan to race at Le Mans.
DCM’s creative arm DCM Studios and production company Recipe worked alongside a film-making club from a South East London school, to challenge the students at the club to re-stage a scene from Gran Turismo, using their passion and curiosity to shoot their own version of a short-form film.
Using the actual Nissan GTR featured in the movie, a compelling 60” cinema spot – created by and starring our young film makers – was played across our DCM network.
The campaign produced fantastic results, with almost 9 out of 10 cinemagoers in the test group claiming to have taken some form of action to do with NatWest or NatWest Thrive after seeing the cinema activity. The campaign also successfully boosted word-of-mouth for NatWest Thrive, with significantly more cinemagoers in the test group - a +79% uplift - being ‘very likely to recommend the brand’, and a quarter being classed as ‘promoters of NatWest Thrive’.
Congratulations to the DCM Studios team, and all involved in the success of the “Thriving with cinema” campaign.
The winners will be revealed at an awards ceremony on 18 April at the Royal Lancaster Hotel in London.