The Royal Air Force has become the first advertiser to partner with Cineworld as the sole sponsor of its 4DX format.
4DX uses “innovative technology” to give viewers an “immersive multi-sensory cinematic experience.” This incorporates on-screen visuals and surround sound audio, plus synchronised motion seats and effects such as water, wind, fog, scent and more to enhance the action on screen.
While it’s regularly used on blockbusters, including Top Gun: Maverick, it’s the first time the technology has been used on such a large scale in the UK for a marketing campaign.
“Since first setting eyes on the brand-new RAF creative, we knew this was a perfect fit for cinema,” said Dan Gibson, AV Account Director of Omnigov.
“We knew the cinematic nature of the creative would work perfectly in tandem with 4DX and the journey this would take you on. We are proud to be running such in such an immersive environment with the perfect creative.”
The 6 month deal was brokered by Omnigov, Manning Gottlieb OMD’s specialist media-buying unit for the UK Government, and Digital Cinema Media (DCM).
The spot has been specially adapted into the 4DX format, with a non-4DX version running simultaneously across the rest of DCM’s sites.
“The dynamic, immersive experience of 4DX allows our audiences to consider and be aware of the many exciting career opportunities that are afforded within the Royal Air Force. The advert showcases numerous professions and the advantage of the 4DX experience is that we hope it is a memorable experience,” explained Wing Commander Tracey Broome, RAF Recruitment.
Davina Barker, Sales Director at DCM, added:
“Cinema is the most engaging and immersive medium, it is home to the biggest screens, innovative technology and the highest quality sound systems, making it the ultimate place for advertisers to showcase their creative. This partnership demonstrates the versatility of cinema, with the RAF using 4DX to elevate brand interaction and targeted audience engagement through a unique and striking cinema campaign.”
An immersive activation will also take place in February which will see Royal Air Force personnel invited to a 4DX screening to experience the ad. DCM’s creative operation, DCM Studios, will capture the content to run across its social channels.
