Interplay Rivetz allows kids to create card sculptures using a unique riveting system. The colour printed pre-cut card shapes are folded and fixed together using the specially developed Rivetz Gun and re-usable plastic rivets.
The cinema portion of this campaign is currently playing in the ad reels of the weekly Saturday morning cinema showings, targeted at families, across Odeon, Cineworld and Vue cinemas. The first movies this ad is appearing with include The Croods, Sammy’s Great Escape and Diary of a Wimpy Kid: Dog Days.
Ross Ainsworth, managing director at Interplay, said: “Our media agency, Global Media Services recommended cinema for our campaign as we knew it would give us a high share of voice among families with children while they are engaged in a shared activity. Cinema also allowed us to target geographical areas and we were therefore able to focus on towns and cities where retailers stocked our kits.”
Joe Evea, commercial director at Digital Cinema Media, added: “Cinema is the original social media, with the audience engaging in a shared experience. Saturday morning family screenings provide a valuable family audience for the Toys and Games sector to tap into and raise awareness of their products. Having both kids and parents in the same space, viewing the same message, with no distractions is a rare opportunity for advertisers, Saturday morning family screenings offer this every week.”
The deal for cinema screen time was negotiated by Global Media Services with Digital Cinema Media.
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