Cinema advertising contractor Pearl & Dean Ireland has teamed up Stella Cinemas and Audi Ireland in a unique one-year deal that was brokered by the Irish advertising agency PHD.
In what is a media first for both Audi and Stella Cinemas, which will show advertising in its two cinemas in Dublin, the deal will also give Audi Ireland exclusivity in the advertising reel, meaning its advert will be the only one shown to audiences at the Stella cinemas in Rathmines and Ranelagh.
The on-screen advertising will feature Audi’s all-new Q8 e-tron vehicle, which launched into the Irish market earlier this year. As part of the partnership, Audi will also create a memorable journey for Stella cinemagoers from foyer to screen, with on premise branding across both Stella Cinema sites, an Audi Mocktail served at the on-site bars and secret screenings and customer competitions planned throughout the year. Audi car owners will also be treated to free popcorn on Monday and Tuesdays for the duration of the partnership.
“Cinema advertising holds a unique power – the ability to weave a brand’s story into the anticipation and excitement that comes with a trip to the movies,” said Cassie Joyce, agency and client director, Pear & Dean Ireland. “We are delighted to collaborate with PHD to bring this electrifying media-first partnership together. It’s been very exciting to connect two incredible brands – the ultimate premium cinema experience in Stella Cinemas and such an iconic automotive brand as Audi.”
Deirdre Schwer, head of marketing & customer experience, Audi Ireland, addsed “We are delighted to be embarking on this landmark journey with Stella Cinemas. At Audi, our aim is not just to develop mobility solutions that inspire and excite, but to create experiences that truly resonate. These values we feel align with those of the iconic Stella Cinemas, presenting an opportunity to connect with our customers on a deeper level. We believe in progress you can feel, and securing this unique media-first partnership is yet another an important step for the brand into the future.”