A bespoke media sponsorship opportunity created from scratch to meet a specific business challenge: To convert Proctor & Gamble from an ad hoc spender on cinema advertising into a consistent investor in the medium.
Combining an understanding of P&G’s communication challenges with the insights into our cinema audiences, we created a unique piece of ad-funded magazine-styled content to meet P&G’s objectives and entertain our audiences.
The property and activation has continued to evolve and develop in collaboration with P&G and their agency and is now entering into its 8th year. A true “Media First” that has now become an established part of Pearl & Dean’s cinema viewing experience.
