Volkswagen UK has partnered with Digital Cinema Media (DCM) to target audiences in UK cinemas using a new geo-location targeting tool, developed by DCM.
Over 80 per cent of DCM’s cinema estate is located within one mile of retail areas. The ability to target locally gives brands the advantage of running national campaigns, with a local spin, allowing them to talk directly to audiences in the environment in which they are most comfortable - where they live. The new DCM tool allows for up to 300 different end frames, each featuring bespoke messaging, in a single creative execution.
The Volkswagen campaign features 82 different end frames, the largest amount of individual end frames in a cinema campaign to date, directing audiences to their nearest Volkswagen retailer. The campaign will promote a two week long event which is being held in Volkswagen retailers throughout the UK, featuring financing deals and discounts on Volkswagen vehicles.
Silke Anderson, Communications Manager at Volkswagen UK, said: “Volkswagen already has a strong relationship with cinema, through our See Film Differently partnership, which is now well known in independent cinemas across the UK. The local targeting capabilities now available have offered us unprecedented granularity for our “Love up!” campaign, targeting audiences in specific geographical regions and directing them to their nearest retailer.”
Joe Evea, Commercial Director, DCM, said: “Volkswagen is one of the first brands to take advantage of the local targeting capabilities now available in cinema advertising. Digital cinema technology and extensive innovation in campaign planning has allowed us to offer our clients the opportunity to think nationally but act locally.”
The creative preceding the localised end frames is the Tall Girl ad created by adam&eveDDB for Volkswagen. Volkswagen challenged the agency to show how the compact Up! city car is surprisingly spacious. The creative follows a tall girl on a quest to find the perfect partner, with her height-equivalent match finally turning up in in a Volkswagen Up!
For information on booking a geo-targeted cinema campaign, click here.