Virgin Mobile tell cinemagoers exactly where to go.... after the movies
With 1 in 3 cinemagoers shopping after watching a movie, Virgin Mobile's latest cinema campaign took full advantage of Val Morgan's extensive national network and featured geo-targeted messaging to drive moviegoers along the path to purchase.
In an Australian first, Virgin Mobile's new brand campaign, will play across Val Morgan Cinema Network's entire circuit. Localised messaging will run alongside a 45sec TVC featuring Jane Lynch as part of Virgin Mobile's new campaign Making Mobile Better.
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Nicole Bardsley, Director of Brand & Communications for Virgin Mobile said, Cinema plays an important part in our overall strategy. With our new integrated brand campaign, we feel these cinema ads are a natural extension giving them an immediate call to action. We were really excited to be able to get down to this level of detail to direct potential customers to our store.
Brandfit Productions, Val Morgan's production arm created the localised tags which match cinemas to the closest Virgin Mobile store. Running adjacent to the TVC, the 5sec tags create a personal connection with cinemagoers and take the guesswork out of locating their nearest Virgin Mobile store.
Cally Scivetti, Val Morgan's Group Strategy & Marketing Director added, Localised messaging has now made it easier to drive a call to action with cinema. With reduced production costs, and cinemas now 100% digital, running geo-targeted campaigns is easier than ever before.
The campaign breaks at an ideal time for cinema with a great range of blockbusters delivering the best content media budgets can buy. Transformers: Age of Extinction and Dawn of the Planet of the Apes are currently in cinemas with a wealth of great titles ahead including new releases such Guardians of the Galaxy and Gone Girl, the return of The Teenage Mutant Ninja Turtles and the third movie in the Hunger Games
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Virgin Mobile tell cinemagoers exactly where to go.... after the movies 
