Sanlam has signed a five month contract with CineMARK, the cinema advertising sales company responsible for the cinema advertising sales of 66.1% of South African cinema complexes and 61.7% of South African cinema screens - including Ster-Kinekor and numerous independent cinemas, to screen their ‘Herds' TV commercial on screens using the 35mm medium.
The commercial, which shows thousands of people running, like a herd of antelope, in one direction and then another before separating off into their own individual directions, has enormous visual impact, making it ideal for the medium of cinema.
Simon Bunkell, Group Account Director at Jupiter Drawing Room, says, “The objective of the commercial is to visually display to the consumer that Sanlam is committed to providing an overall client-centric financial offering. The commercial shows that Sanlam offers a comprehensive financial service which can be tailor made to suit any South African consumer. Within the commercial people are shown splitting away from a group as they follow their individual financial decision. The commercial is truly South African and is indicative of the fact that Sanlam is dedicated to providing solutions to all South Africans.”
Sanlam has chosen to follow a number of different movie titles appealing to different groups of people. The titles chosen differ widely in terms of the audiences that they're likely to attract, with titles as different from each other as The Bourne Ultimatum and Becoming Jane having been selected.
According to Jenny Barenbrug, Channel Planning Director at Nota Bene, “We have used Cinema Nouveau for the past two years, but our market is broader than the Nouveau audience. We therefore decided to take advantage of the impact of the big screen and adopt a strategy that mirror's Sanlam's client-centric strategy of offering solutions for individuals by choosing a broad range of genres, appealing to different kinds of people.”
In terms of on screen advertising, the 35mm medium currently has the biggest reach of all of CineMARK's on-screen advertising opportunities, making it ideal for Sanlam's campaign. This is because 35mm is the format used to screen movie trailers and full length features in the majority of cinemas around the country.
For more information about how CineMARK can meet your cinema advertising needs, visit www.cinemark.co.za or call 011 545 1800.
Visit our PRESS OFFICE: CineMARK is an advertising sales company representing cinemas throughout South Africa and boasts screens in all Ster-Kinekor and Independent cinemas.
Through these cinemas, CineMARK delivers to an attentive and captive audience in a relaxed mood, receptive to the advertiser's message.- more....
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