Shan Foods - Dubai
Engaging Audiences with the Big Screen Experience
Details
Shan, a global food brand of spices and recipe mixes, wanted to reach a wider audience. Outrank developed an On-Screen Cinema Advertising Strategy from start to finish for 11 major cinemas across the UAE during the screening of Kalank (Bollywood movie) in April and May 2019. Just before Ramadan (a time when the food industry booms), we created a subtle, suggestive ad for a captive audience. This strategic timing not only enhanced brand visibility but also maximized the campaign’s effectiveness during a peak sales period.
On-Screen Cinema Advertising
The Biggest Crowd-Puller Inside Cinema Halls
From the parking lot to the big screen, cinema advertising reaches the audience inside the cinema hall.
Reaching the Right Audience
Bollywood movies appeal to South Asian audiences, so advertising Shan’s local spices was relevant and effective. This allowed the brand to target the primary audience and also catch the attention of foreign audiences to try South Asian food and develop a taste for Shan’s products. By bridging cultural flavors, the campaign successfully introduced Shan as a global culinary staple.
INCREASED AWARENESS:
100%
Sales Boost
Cinema advertising with geographic targeting and tactical media approach resulted in 58% growth in Shan’s sales. Through this campaign, Shan saw in-store sales of spices, recipe mixes, and pastes increase and solidified its market position. This strategic execution also attracted new customers, further expanding Shan’s consumer base.
Increased Engagement
Outrank’s smart advertising strategy saw Shan’s brand engagement go up across online and offline channels. The campaign made audiences like, share, comment, and interact with the brand’s story and build long-term loyalty. Additionally, it sparked conversations around Shan’s products, enhancing its visibility and reputation among diverse audiences.
New Frontiers
Outrank added another communication channel for Shan Foods, thought outside the box and chose cinema ads over traditional methods. By showcasing Shan’s products on a medium other than TV or social media, this campaign increased the brand’s reach, awareness among new customers and reinforced with existing ones.
INCREASED SALES:
58%
INCREASED ENGAGEMENT:
78%
INCREASED REACH :
120%
"Outrank helped us develop an On-Screen Cinema Advertising strategy. Recognizing the potential of this new medium, we have decided to dedicate a larger portion of our marketing budget to it. Advertising with the movie has definitely strengthened our position as a food brand. This innovative approach has allowed us to connect with both our core audience and new customers in a highly engaging way."
— Director Marketing & Sales, Shan Foods
