| Advertiser | Samsung |
|---|---|
| Sector | Technology |
| Buying route | ABC1 Adults AGP, Cinemapper, Film Packs |
| Audience | ABC1 Adults |
| Media Agency: | Starcom |
| Copy Length: | 30" & 5" end frames |
Background
Having had success using cinema previously, Samsung knew the importance of including it as part of the media mix for the launch of the new Galaxy S25. Cinema’s high attention would be used to achieve a higher level of recall, essential for this launch campaign.
Plan
Samsung leveraged DCM’s Cinemapper—a proximity-driven targeting tool that maps cinemas to retail locations—to strategically place its 30″ ad in cinemas with high footfall and nearby stores. The campaign also incorporated 5″ geo‑targeted end frames to guide viewers from screen to store, creating a seamless in‑cinema path to purchase. The campaign ran across ABC1 Adult-targeted titles including Bridget Jones: Mad About The Boy and Captain America: Brave New World to maximise reach.
Results
The campaign was a huge success, with cinema providing a cost-effective method of maximising recall.
Boosting recall: Cross-media measurement revealed that cinema delivered its second highest recall for the brand since 2021, with overall ad recall up +38% vs. the initial target.
Cost effective media: Cost per recall point was 50% cheaper on cinema vs paid social.