NatWest wanted to demonstrate its commitment to keeping its customers safe by educating them on how to avoid online security risks. But it faced a challenge in raising awareness of a dry subject among its core 25-54 year-old audience.
The campaign had to feature a serious message in a way that would resonate with the target audience, through humour, entertainment and context. DCM’s creative division, DCM Studios, worked on the assumption that ‘imitation is the highest form of flattery’, creating cinema content for NatWest that would spoof those films with security as a theme. These included Ocean’s 8, Mission: Impossible – Fallout and First Man.
Three ads showcased cyber safety and security features - App Fingerprint Login, App Facial Recognition and 24/7 in app messaging, in an entertaining and memorable way.
The brand films were repurposed for social media and posted on the NatWest social channel. An experiential, in-foyer activation on the opening weekend of Mission Impossible – Fallout, was staged, which gave cinemagoers the chance to experience NatWest’s facial recognition technology first-hand.
The campaign resulted in significant uplifts for ‘Bank that is proactive’, ‘helps keep my finances safe and secure’ and consideration. The brand films repurposed for social media received almost two million views and there was a marked increase in NatWest customers migrating from online banking to mobile banking.
ITV and John Lewis & Partners Xmas 2018 - John Lewis & Partners
John Lewis’ 2018 Christmas ad showed how the gift of a piano transformed schoolboy Reg into British music legend Elton John. ITV was tasked with giving the campaign the biggest possible launch moment. A key similarity was highlighted between the ad and the broadcaster - the piano was central to the ad, in the same way that music is a vital part of ITV shows.The theme tunes of five of ITV’s biggest shows were recreated as piano versions, keeping the audience guessing until the launch of the ad. There was a sharp increase in viewers who watched the ad break when compared to usual viewing for the slot.
Digital Cinema Media
John Lewis partners with cinema to trail a media first - John Lewis & Partners
In 2018 John Lewis & Partners rebranded, launched via a campaign featuring a film of a group of school children performing Queen’s Bohemian Rhapsody song. One of the year’s biggest films was predicted to be Bohemian Rhapsody, a biopic of Freddie Mercury, providing the ideal media match. Yet the dates for the film’s release and the new brand launch didn’t align, requiring cinemas to disrupt their daily programming. Every showing of the Bohemian Rhapsody trailer was rescheduled to sit with the John Lewis & Partners ad, with the two running in unison for the entire campaign period. The campaign delivered against all of the key performance indicators.
ITV: ITV and Visa’s Festive Forecasts - Visa
Hearst UK: Hearst x Very.co.uk A/W ‘This is Me’ 2018 - Shop Direct & Very.co.uk
Vice: Vice Film School - Panasonic Lumix