Nokia rings true for cinema goers

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Nokia is to launch a new sponsorship campaign in cinemas around the country this Friday following a deal with Carlton Screen Advertising (CSA) and 40 independent cinema owners. Coca-Cola has been running a similar campaign with the Ward Anderson chain since May of last year.

McCann Erickson create the Coca-Cola ‘Lobby’  sting for cinemas. DDFH&B-JWT devised a 40-second safety message sting and Nokia will use the spot to promote their new Ovi services portal. The Nokia deal is said to be valued at €250,000 and will run on 242 screens in 44 cinemas.

Eithne Billington, sales director, CSA, said Target Group Index (TGI) research shows that cinema goers are technologically advanced and tend to be champions of mobile brands within their peer groups. She said the deal underscores Nokia’s belief in the power of cinema in targeting youths.

Sian Gray, head of marketing, Nokia Ireland, said Irish consumers score highest in terms of cinema visits so it makes sense for Nokia to use the medium. CSA has a 94 per cent share of the market selling space on 419 screens in 71 cinemas, including Cineworld, Movies @ and Storm.

CSA has a special offer on their female premiere package for January and February, offering advertisers six weeks for the price of four, including all production. Upcoming releases include Valentines Day and The Lovely Bones. CSA says 90 per cent of women watch the ads and trailers.

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