While most cinematic advertising tends to take advertising campaigns to viewers in movie theatres, Cycle & Carriage (Singapore's biggest automotive group) and Citroen teamed up to organize a French drive-in movie event, using cinema to entice viewers to a more comprehensive campaign.
The campaign saw the screening of the famous French romantic comedy Hors de Prix (Priceless). The romantic drive-in movie event was held during Valentine's season, enabling couples to celebrate their relationship as well as the ten-year anniversary of the relationship between Cycle & Carriage and Citroen.
In addition to enjoying the movie, attendees were also given the opportunity to test-drive the Citroen C4 Cactus, C4 Picasso and Grand C4 Picasso, before indulging in a variety of savory and sweet French goodies.
This drive-in movie event deftly used the lure of cinema to attract attendees who could then be introduced to Cycle & Carriage and Citroen brand messaging.
What Makes This Trend Stand Out
- Drive-in Movie Events
- Implementing drive-in movie events as a way to introduce potential customers to a brand and its messaging.
- Cinematic Advertising
- Expanding the reach of advertising campaigns by incorporating cinema as a platform.
- Event Marketing
- Leveraging events as an effective marketing strategy to engage with customers and build brand awareness.
Sectors Adopting This
- Automotive
- Opportunities to utilize events like drive-in movie screenings and test drives as an effective advertising and marketing strategy in the automotive industry.
- Entertainment
- Using drive-in movie events as a platform to promote and market new movies, TV shows, or other forms of entertainment.
- Food and Beverage
- Integrating food and beverage offerings into drive-in movie events as a way to create a unique experience for attendees and promote brands in the food and beverage industry.
