#RND15 @Primesight Donate 2 #ComicRelief
Primesight donated GBP 30,000 of media space to Comic Relief this February AND teamed up with Babybel, the UK’s number one snacking cheese, to roll out this interactive campaign across the UK’s busiest cinemas for this #ComicRelief’s ‘make your face funny for money’ fundraising initiative.
The campaign, planned by OMD UK, Talon and Toast, makes full use of Primesight’s digital 6-sheet screens and invites moviegoers to ‘become a laughing Babybel’. The animated, sound-activated screens situated in cinema foyers allow participants to take a selfie which is then transfigured onto the image of a Mini Babybel. After choosing from a variety of different sounds, participants are able to tap the Babybel to make it laugh, as well as using a QR code to send the picture to their own mobile devices.
The campaign aims to raise awareness for Comic Relief’s Red Nose Day and allow people to explore the brand new ‘Babybel Yourself’ microsite, a reduced version of which is hosted on Primesight’s screens to transform faces into a laughing Babybel.
The campaign is and has been, running across consecutive weekends in 16 cinemas with high footfall. The foyer location of the screens is designed to reach a reactive audience which spends on average 14 minutes before and six minutes after films in this space.
Andrew Goldsmith, Agency Sales Director at Primesight, told us “We’re thrilled to be part of the Babybel ongoing partnership with Red Nose Day. Our cinema digital 6-sheets are a great way to connect with an increasingly digital-savvy audience including grandparents, parents and children who are willing to make themselves look funny for a great cause.”
As the leading provider of cinema foyer advertising and audience details, Primesight has 125 digital 6-sheets across 124 cinemas nationwide giving a range of solutions through internet access, touchscreen capabilities, motion sensor technology, in-built cameras and facial-gender-mood recognition.
Primesight also has 962 static 6-sheets across 305 cinemas and 1960 washroom panels across 962 cinemas nationwide.
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