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When aiming for a lasting impression, it’s all about the results. Making your brand famous is key, and that’s where the magic of cinema truly shines. Read about our latest research piece and how cinema makes your brand FAMOUS!

Have you seen the British Airways billboards that are completely breaking the rules? All ads completely forego the full brand logo and focus only on the wonder and experience of plane travel. Showing such confidence and faith in their iconic brand assets, they zoom in on the facial expressions of passengers peering out of their windows. Focusing on universal human emotions, and the original wonder of plane travel, British Airways has inspired a fresh dialogue around the future of effective advertising. Bold, rule-breaking creativity coupled with the confidence to experiment with brand assets can elevate a campaign from merely informative to truly memorable. This article highlights several standout examples, from British Airways' fragmented, close-up billboards, to Pepsi's playful acknowledgement of its rival Coke. These campaigns demonstrate the power of simplicity, restraint, and a willingness to step outside the comfort zone. #marketing #advertising #strategy

It's easy to get caught up in the hype of reach and headline CPM comparisons. But let's face the facts—those metrics don't tell the whole story. When it comes to making a lasting impact, it’s about outcomes. It’s about making your brand famous. And that’s where cinema takes the lead role.   We recently partnered with Fiftyfive5, part of Accenture Song to understand what effect AV channels have on delivering brand equity. Two surveys were conducted via a multi-channel study and an in field pre and post cinema testing study. The results were clear; cinema is undeniably powerful in delivering on multiple brand equity and ad performance metrics.   This is cinema's promise: 1 cinema spot delivers the same level of brand fame as 10 spots on digital, 9 spots on BVOD, and 6 spots on linear TV.   Including cinema on your media plan not only elevates the overall effectiveness of the campaign but also helps in painting a more compelling brand story across multiple channels, cinema creates a holistic and memorable brand experience that audiences are more likely to talk about and engage with.   The results show that cinema builds on what both online and TV exposure deliver, with the most powerful impact coming from the combination of all channels – creating a 20 per cent uplift over digital in isolation and 13 per cent uplift over TV and digital in combination.   Read the latest from our Managing Director Guy Burbidge on Mi3Australia via the link below. #ValMorgan #Mi3 #CinemaMakesYourBrandFamous

🌟 Cinema makes brands FAMOUS 🌟 When it comes to real impact and real outcomes, cinema advertising is the GOAT. 1 cinema ad = 10 digital ads = 9 BVOD ads = 6 linear TV ads

NEW TRARE CAMPAIGN - Val Morgan commissions cinema research (via Fiftyfive5 part of Accenture Song) that finds a single cinema ad delivers the same brand fame as 10 digital spots, or 9 BVOD sports, or six linear TV spots. Val Morgan Managing Director, Guy Burbidge unpacks the results – and why it's time for brands to look beyond surface-level metrics like reach and CPMs focus on the most crucial metric for marketers seeking long-term commercial success. "Famous brands make a lasting impression by establishing a strong emotional connection with consumers—they're not just liked; they're adored. These brands are also instantly identifiable and distinctive, they stand out in a crowd. They generate buzz, sparking conversations among both consumers and competitors. There's a sense of familiarity with these brands, making consumers feel like they've known them forever, even if they haven't. Finally, these brands convey a clear and universally understood identity; everyone knows who they are and what they represent." Credit - Mi3 #cinema #media #advertising #australia https://lnkd.in/gwPA-PXC

Your media and creative teams need to meet! Have you ever seen an ad so many times that you start to loath the very "air" it runs on? You know that ad - it grabbed you the first 5, maybe 10 times you saw it, but then the media plan just kept beating you over the head with it. Eventually just wearing you down to nothing or worse, amping you up to pure hatred for the ad and the brand. So instead of spending your media budget on pissing people off, make sure to find the magic in the alignment of media and creative. The best ideas are executed and communicated in a way that brings that idea alive in smart, strategic ways. Let the carpet-bombing end today.

Ask just about any brand or agency what the most anticipated industry event of the year is and they’ll likely respond with: the Big Game. Indeed, getting your commercial airtime during the Big Game is considered a win itself — regardless of the content.    But new data from EPiQ, the dedicated research department at EP+Co, says airing a commercial during Super Sunday isn’t nearly as impactful as you might think. In fact: ▶︎ 85% can’t recall any commercials from last year’s Big Game. ▶︎ 82% have never bought something because of a Big Game commercial. ▶︎ 82% say a Big Game commercial has never significantly changed their opinion of a brand in a positive way. ▶︎ 88% have never started following a brand on social media because of a Big Game commercial. ▶︎ 35% say they watch the Big Game more for the commercials than for the actual game itself. And our experts know why: the majority of brands fumble the opportunity to create memorable pieces of culture because they don’t build belief.    This Sunday, we’re tuning in to see which brands succeed by delivering spots that are both actionable and consistent with their image. The good and bad news? Whether you come out on top or bottom of the industry lists, the average consumer won’t remember by next year. 😉

The 90-minute movie that was an ad!! One usually views ad while watching a movie in theatre. But what if the movie itself is the ad? Confused? Read on. In the summer of 2022 when US was reeling under heatwave, Chinese appliance maker Midea saw an opportunity to launch a new product - Midea U cooling – in New York. Keen to create a product launch communication that would resonate with New Yorkers, the brand did the most logical thing to do – gather insights about its consumers. Given that it was the first time that Midea was launching this product in US and the product claimed to be suited to New York housing, it was important for the brand to get the local insight right in every consumer touchpoint including communication. Brand stumbled upon an interesting insight. Every summer, New Yorkers go to movie theatres – not to watch a movie - but just for the air conditioning. And thus, took shape the launch campaign for Midea U. Brand made a 90-minute-long ad showcased in theatres which invited cinegoers in New York into cinema halls just to escape heat. A 90-minute ad which was just one product shot of the AC blowing for 90 minutes, playing in an air-conditioned movie theatre. The ad was not just showcased in movie theatres but was also promoted like a movie. Clutter breaking and contextual, the campaign managed to create buzz.   Hinged on consumer insight, the campaign exemplifies that often the most powerful insights are the simplest ones. And that the magic of a great idea lies in great execution. https://lnkd.in/gJZyz-5D #Marketing #Advertising #BrandBuilding #SummerCampaigns #Midea #Brand 

The Guinness 'Surfer' Ad: A Masterclass in Advertising Excellence 🍺🐎🏄🏽 Just read an insightful article by Creative Salon on this iconic ad, celebrating its 25th anniversary and decoding what made it one of the all-time greatest. Here's my takeouts: ✅ Innovative Storytelling and Symbolism: Merges literary and artistic references with a powerful metaphor of anticipation. ✅ Exceptional Cinematic Quality: Directed by Jonathan Glazer, this ad set a new standard in advertisement production values. ✅ Emotional and Cultural Resonance: Strikes a universal chord with its theme of patience and reward. ✅ Technical Innovation and Craftsmanship: Overcomes the technological limitations of the time to deliver stunning visual effects. ✅ Bold Creative Risk-Taking: Defies conventional market research, proving the value of originality and intuition in creative endeavours. Creative Salon Worldwide full article: https://lnkd.in/gcTaVgvJ

According to numerous advertising agencies, ambient advertising also encompasses advertising in places where individuals tend to linger for longer periods. #AmbientAdvertising #InnovativeAds #OutofHomeAdvertising #ExperientialMarketing #CreativeSpaces #MarketingInMotion #MallAdvertising #CinemaAds #CafeMarketing #FitnessCenterAds #SportsClubPromotions #AmusementParkAds #DigitalAmbience #StaticAds #AdvertisingTrends #ImmersiveAds #ConsumerEngagement #ExperientialAds #TargetedLocations