Shan, a global food brand specializing in spices and recipe mixes wanted to increase their reach for a broad range of potential customers. To cater this, BCM developed an end to end On-Screen Cinema Advertising Strategy to hit 11 major cinemas across the UAE showing Kalank (Bollywood Movie) in April & May 2019. The launch was planned just before Ramadan, a time where the food industry blooms. Providing a subtle and suggestive solution of advertisement to an attentive, captive audience, BCM was able to broaden the brand’s reach and increase sales.
Since a Bollywood movie captures the attention of South Asian audience and resonates with them, therefore, advertising local spices to them was relevant. Enabling them to look into other great options that are not only high quality and globally renowned was a good shot. Also, the On Screen Cinema Ads were able to attract the attention of foreign audience making them try something new thus developing their “taste” for South Asian cuisine.
On Screen Cinema Advertising being a good geographic targeting opportunity and a tactical media vehicle helped BCM increase Shan’s sales by 58%. Due to silver screen advertising, the brand found themselves in a better position with more customers making in-store purchases of Shan’s spices, recipe mixes and pastes.
With BCM’s smart advertising strategy in place, Shan experienced a massive increase in brand engagement both online and offline. Bester’s efforts to foster long-term loyalty triggered the target audience to like, share, comment and contribute to the brand’s narrative.
Adding another channel of communication for the food brand, BCM thought “out of the box” rather than going with conventional advertising methods. Having Shan’s ads displayed on a different medium other than TV and social, cinema ads proved to be a fruitful option in terms of increasing the brand’s reach, helping them build brand awareness among new customers while also solidifying their image with people who already knew them.
Director Marketing & Sales, Shan Foods