Most brands these days, are using innovative campaigns in cinema advertising and have increased their spending after having realized the impact. Interesting ads in cinema, can run the usual 30 second, 45 second, 60 second video ads or 10 second mute slides delivering the brands’ message.
Some of the innovative campaigns in cinema advertising include the split-screen experience campaigns and interactive advertising campaigns. It gives cinema audience the ability to watch two alternate experiences at the same time using specially designed bifocal lens that employs adapted 3D technology. The technology separates 2D images in such a way that both the images can be seen simultaneously based on the viewer’s perspective.
Smart Energy, created interesting ads in cinema using 3D technology and pyrotechnics in theatre where the cinema experiences a ‘power cut’ and watching is interrupted by the characters of the brand running around in the screen. At this instance the brand used the innovative campaign in cinema to create content that was shared and promoted via social media.
Early this year Screenvision announced innovative campaigns in cinema advertising that puts the spotlight on interactive and interesting ads in cinema. Volvo partnered with Screenvision to make the first of its kind, 90 second advertisement that allows the audience to directly interact with the content on screen by using hand gestures.
The campaign shows off Volvo’s tagline, “Our Idea of Luxury” highlighting the abilities and features of the new Volvo XC90. The content features a virtual motion simulator which uses an on screen motion sensor, and a sample of Volvo’s most desirable display.
The audience together wave their hands side to side to control the vehicle. Collectively, they have the ability to control four elements: exploring the interiors of the car, playing music, choosing between a day or a night drive, and controlling the acceleration of the car. Enables the audience to interact with content in a way that’s never been done before in cinema ads. It gives the audience a sense of what it feels like to sit in the driver’s seat and control the new Volvo XC90.
This is a fun and innovative campaign in cinema advertising that can’t be replicated in other media environments. In deed a challenge to augment the on screen impact with the interactive capabilities of the audience. This interesting ad in cinema provides a richer experience than a simple video or picture advertisement, and is a more immersive way for people to experience Volvo.
The interactive use of on screen space has been successful in the past few months. Nokia designed a short film in November last year for Lumia. In the ad, the protagonist, who is trapped in a maze, calls a person from the audience to help him out. The interesting ad in cinema ends with the protagonist coming out in person and gifting the viewer a Nokia Lumia.
Saatchi & Saatchi, a global advertising agency, teamed up with Coca-Cola to remind people to eat quietly during the movie through an innovative film starring members of the audience.
In cinemas an announcement is made just before a movie starts stopping people from making noises throughout the movie. Usually the announcements involve switch off your mobile phone and do not talk through the movie. This year Coca-Cola decided to do their own announcement, “The Coca-Cola Slurp” with the tagline: “Please keep quiet during the movie. It’s not the same with you in it.”
Two innovative campaigns in cinema were made by Coca-Cola and Saatchi & Saatchi -Gangster and Stableboy. Gangster featuring a woman noisily crunching on popcorn and slurping her drink while a gangster tries to bury a policeman alive along with a member in the audience, while Stableboy depicts a passionate love scene where the couple are humorously interrupted by audience members eating noisily in the background.
In order to create the hilarious and interesting ad in cinema, a creative team captures unexpected audience in the cinema lobby with the help of green screens and cameras hidden in the lobby. As they arrive in the theatre the team of retouch artists quickly go to work removing the background from the audience members and adding them in the movie.
It is not always an easy task to make an announcement sound interesting, this new and interesting ad in cinema brings a breath of fresh air to the announcements.