Volkswagen UK has paired up with Digital Cinema Media (DCM) to launch geo-targeted advertising across cinema screens – becoming one of the first brands to do so.
DCM has developed its own geo-location targeting tool to help drive new ad targeting opportunities for brands, specifically retailers given that 80 per cent of DCM’s cinema estate is located within a mile of retail areas.
The move means brands can run national campaigns across DCM cinemas but with different creatives that cater to local audiences.
Volkswagen has launched a cinema campaign using the new tool to promote its Up! city car as part of its Love Up! campaign. The TV spot, created by Adam & Eve DDB, follows a tall girl on a quest to find her perfect partner, with her height-equivalent match turning in an Up! model.
The campaign features 82 different end frames to match different locations, directing audiences to their local dealership.
It promotes a two-week long event which is being held at the car marque’s retailers across the UK, featuring financing details and discounts on its 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.”
Brands which use the DCM tool can choose to have 300 different end frames, with each featuring bespoke messaging.