Just Mercy Brand Activation

Campaign Objectives:

• The promoters are to make sure that all branding can be seen by guests and that the cinema room is clearly indicated to guests
• Promoters are to ensure that guests know where the registration table is and it is easily accessible to guests
• Promoters need to clearly explain how the process of the movie screening works and tell guests about their complimentary popcorn and cool drinks
• Look out for movie trailers prior to the movie
• Promoters to usher all  the guests into the cinema at 20:00 before the movie commences

Insights:

• All campaign objectives went according to schedule with setup of the popcorn and drinks.
• There was an overall attendance of 65% For both locations.
• The crowd was middle-aged adults  53% females and 47% males.
• The guests were pleased to receive free popcorn and refreshments prior to the movie screening.
• There were movie trailers played before the screening of Richard Jewell and The Informer.
• The branding on-site was sufficient and attractive to guests especially at Sandton City,  guests were encouraged to take photos next to the branded wall banner