What you need to know about the new direct marketing guidance note
Nadine Mather and Chloë Loubser
Racing to the cinema
Shoe and clothing manufacturer Puma recently opted to utilise CineMARK's array of cinema-related communication opportunities to bring its international Formula 1 involvement to life.
Whilst the Bahrain Grand Prix was broadcast live to digital cinemas at Monte Casino in Johannesburg and Canal Walk in Cape Town, the Italian action from the San Marino Grand Prix was the attraction at the Pavilion in Durban.
Brett Bellinger, marketing manager Puma South Africa, says: "Puma recently signed both Ferrari and Michael Schumacher to its F1 stable. To celebrate the launch of our Ferrari range of products in store, in April, we decided in conjunction with our media agency, Optimedia, to screen two live F1 Grand Prix's broadcasts in cinema - a 'first' for South African sports."
Besides classical big screen advertising, Puma capitalised on foyer advertising and promotions to enhance the consumer brand experience.
