Woolworths needed to create awareness of their new online store and product offering amongst their key target audience in a fun and engaging way.

DCM proposed the sponsorship of the ‘Movies for Junior’s’ film club across Cineworld cinemas. This sponsorship would allow Woolworths to target audiences of families perfectly in the exciting and engaging cinema environment.

Additional advertising spots shown before every family film at Cineworld cinemas, re-enforced Woolworths key messages, raised awareness and drove traffic online to register as a ‘Very Important Families’ (VIF). Once registered ‘VIF’ could download free tickets for the Woolworths sponsored ‘Movies for Junior’s’ film club.

Activity

The re-launch activity consisted of complimentary cinema and online activity. The 6 month campaign began in July 09, and activity included:

• 60 second on screen sponsorship bumper promoting woolworths.co.uk featuring an animated film of the toys having fun while at the toy factory.
• 30 second cut down version was also shown with every family film across all Cineworld cinemas to draw further awareness of the re-launch.
• Off screen foyer activity including standees, quad posters and tensator cards
• Online registration and download of ‘Movies for Junior’s’ tickets via woolworths.co.uk

Results