| Date | |
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| Author | DCM |
| Categories | News |
Woolworths, the recently re-launched online retailer has booked a cinema advertising campaign through Digital Cinema Media (DCM), the market leader in UK cinema advertising.
Targeting Woolworth’s key family audience, the campaign started on 11th July and running for six months will see the online store sponsoring Cineworld’s ‘Movies for Juniors’, the exhibitors Saturday morning kids club.
On-screen ads will run at 66 Cineworld sites across the UK. A 60 second sponsorship bumper has been created by Brooklyn Brothers for the relaunch, while a 30 second cut down version will also show before all family films at Cineworld cinemas.
Cinemagoers that register on the new Woolworths website at www.woolworths.co.uk will also automatically become a ‘Very Important Family’ (VIF) and can download a free family ticket for a ‘Movies for Juniors’ screening of their choice.
DCM brokered the deal which launched with 15 exclusive screenings of Ice Age 3 at Cineworld cinemas on 4th July for a combination of VIFs, Woolworths stalwarts and celebrities. The media agency behind the campaign is Vizeum.
Fleur Castell, Head of Marketing at DCM commented: “We are delighted that Woolworths has chosen cinema as the perfect medium to communicate with its core family audience, and with cinema admissions on the increase the timing of the campaign is perfect”.
‘Movies for Juniors’ is Cineworld’s Saturday and Sunday morning film club that allows children and their parents to watch movies for one pound each. Current films being shown at the club include Pixar Animations Cars and Disney’s Bolt and Bedtime Stories.
Zoe Schmid, Sponsorship Director at Vizeum also commented on the successful launch of the campaign, ‘We are happy to bring Woolworths back to the public and cinema is the perfect platform for Woolies to reach parents and their children in an unrivalled environment’.
The re-launched Woolworths offers products across four main categories of Kidswear, Toys, Entertainment and Party. Younger customers are still at the heart of Woolies so it will be re-launching the much loved Ladybird children’s brand for ages 0–8 and additionally, will be introducing children’s clothing, footwear and sportswear for older kids.