Cinemas largest geo-targeted campaign launches this week
Turning up the heat, Nando's partnered with Val Morgan to entice local consumers through the largest localized national cinema campaign yet.
With 1 in 5 typically eating out immediately after seeing a movie, Nando's have capitalized on the opportunity to reach consumers in the right place and at the right time, making cinema a perfect choice for the latest Nando's campaign.
To create a personal connection with their audience Nando's have added a localised message to their national creative which creates relevance for the audience and drives immediacy. Val Morgan's Brandfit Production team created a series of graphic based tags to run straight off the Nando's creative.
Commenting on the communication strategy, Ian Czencz, Head of Strategy at Match Media said. Cinema plays an important part in our overall Nando's video' strategy. Whilst the current campaign is in essence a Brand' communication showcasing the unique Nando's dine in experience, we felt the Cinema tags were a great natural extension to our ads giving them an Actionable' sting. Both cinema and dining are inherently social, so a great context to bring the two elements together.
Val Morgan Brandfit Productions Manager Philipa Murphy added The Nando's campaign is the largest localization of any campaign we have ever undertaken, with each ad tagged with details of the nearest Nando's restaurant. This is a great example of how digital is changing how advertisers can use cinema, with the ease and speed of production and the huge reduction in production costs opening up fantastic opportunities for brands to tailor and adapt their messages.
The Nando's geographically tagged ads hit cinemas nationally this week and will run alongside multiple creative across the year. Nando's will also be offering deals on the mySmartShop app, tailored to within a 5 km radius of stores and targeting geographically with Val Morgan Outdoor's network of digital panels.
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