As part of the new brand positioning ‘Think Possible” Proximus launched Proximus Pickx, their digital TV content platform.
Since there was a very clear link with actor Brad Pritt in the launch video – “We see you baby…living with Brad” – and a recent movie release in cinema starring Brad Pitt in “Once Upon a Time in Hollywood”, Proximus was interested to complement their media plan with a cinema campaign. In addition, the core cinema audience is very similar to the users of the Pickx platform.
The 45” launch video used in the Think Possible campaign was shown before each “Once Upon a Time in Hollywood” screening.
With this Movie Match, Proximus was able to reach a cinema audience that was complimentary to the online and TV audience.
Reason Best Practice
Sometimes all you need is a simple link in content that turns cinema into a relevant medium asset for your media plan. Cinema planning has evolved and showed to be very flexible in terms of buying per movie and or target group.
Proximus did the first and gained a very qualitative reach with a small add-on budget.
Proximus maakte slim gebruik van cinema bij de lancering van het nieuwe digitale tv-platform Proximus Pickx, met de nieuwe baseline “think possible” : voor een relatief klein aandeel in het totale mediabudget, kan je toch een hoge ‘share of voice’ in de cinema’s verwerven en door middel van 45 seconden spot ruim de tijd nemen om je boodschap over te brengen. (Christian Kévers)