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.
Drive-In Car Campaigns
This Drive-In Movie Promotion Included a Romantic Screening and Test Drives
Trend Themes
1. Drive-in Movie Events - Implementing drive-in movie events as a way to introduce potential customers to a brand and its messaging.
2. Cinematic Advertising - Expanding the reach of advertising campaigns by incorporating cinema as a platform.
3. Event Marketing - Leveraging events as an effective marketing strategy to engage with customers and build brand awareness.
Industry Implications
1. Automotive - Opportunities to utilize events like drive-in movie screenings and test drives as an effective advertising and marketing strategy in the automotive industry.
2. Entertainment - Using drive-in movie events as a platform to promote and market new movies, TV shows, or other forms of entertainment.
3. 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.