Latest news with #MotivateValMorgan
Campaign ME
23-07-2025
- Automotive
- Campaign ME
Jeep releases ‘dino-packed' cinema advertisement
Jeep has launched a cinema campaign across Middle Eastern theaters to coincide with Jurassic World Rebirth's theatrical release, marking the brand's most extensive collaboration with the franchise to date. Titled Jurassic Trail Rated, the campaign, booked through Starcom and facilitated by Motivate Val Morgan, capitalised on the film's $318m global opening weekend. The ad ran across premium cinema circuits in the UAE (VOX, Reel, CinemaCity) and Saudi Arabia (VOX, Reel, Muvi, AMC), allowing Jeep to capture peak audience excitement during the movie's strongest performance period. The 30-second spot showcases a Jeep Wrangler navigating prehistoric terrain while encountering seven different dinosaur species – velociraptors, tyrannosaurus, spinosaurus, compsognathus, titanosaurus, quetzalcoatlus, and a baby aquilops. Industrial Light & Magic, the VFX studio behind the film's creatures, created the photorealistic dinosaurs for the commercial. 'What began as natural product integration in 1993 has become one of automotive marketing's most enduring partnerships,' said Youssef Bouhaddioui, Head of Jeep Middle East. 'The Jurassic universe and Jeep share fundamental DNA – both represent resilience when civilisation meets wilderness. Cinema delivers that story at its most visceral – where every roar, every chase, every moment of survival feels real.' The production represented significant creative investment, with ILM-level VFX work and sound design optimised for cinema's premium audio-visual environment. 'The most effective cinema partnerships redefine the relationship between brand and narrative,' said Pavan Deshpande, Senior UAE Sales Manager, Motivate Val Morgan. 'The Jeep-Jurassic collaboration showcases this principle beautifully – where brand capability and storytelling become inseparable. Cinema's immersive environment transforms these authentic connections into memorable experiences that extend far beyond the theater.' The campaign extended beyond cinemas, with the partnership continuing through the film's New York premiere, where a specially designed Wrangler appeared alongside stars Scarlett Johansson, Mahershala Ali, and Jonathan Bailey. This multi-touchpoint approach anchored the strategy in cinema's premium environment while extending reach across additional platforms. The campaign launched as the Europe, Middle East and Africa cinema market showed strong recovery momentum. According to Gower Street Analytics, the EMEA region is projected to reach $9.1bn in 2025, positioning it 6 per cent ahead of 2024 and making it one of the fastest-recovering international markets in the global cinema landscape. The Middle East specifically is experiencing significant growth, with revenue projected to reach $1.5bn by 2029, up from $900 million in 2024, Motivate Val Morgan reports. Saudi Arabia is driving nearly two-thirds of this expansion, supported by approximately 1,000 new screens added since 2019. Motivate Val Morgan claims the cinema environment delivers guaranteed audience attention during advertising moments, while the shared viewing experience can amplify brand recall through collective engagement. For brands with compatible positioning and sufficient budgets, Jeep's UAE and Saudi Arabia cinema campaign execution demonstrates how authentic partnerships can leverage cinema's unique storytelling properties to create genuine audience connection. A version of this article was first published by Motivate Val Morgan.
Campaign ME
15-04-2025
- Entertainment
- Campaign ME
Cinema ads claim 15% total campaign impact with mere 6% of media spend
As we emerge from an extraordinarily successful Eid al-Fitr period, the numbers clearly demonstrate what this means for the cinema industry and the brands that Motivate Val Morgan partners with. The statistics are certainly impressive – but behind them lies a deeper story about audience engagement and the enduring power of cinema as a cultural touchpoint. Cinema numbers speak volumes Our Motivate Val Morgan cinema circuit witnessed a whopping 1,178,723 admissions across our regional network during the seven-day period from March 27 to April 2, 2025. The week – which included the four-day Eid al-Fitr celebration – delivered a 17 per cent year-over-year increase and stands as our highest-grossing week of 2025 thus far. Particularly fascinating is the contrast with the preceding week. Admissions skyrocketed by an extraordinary 1,230 per cent compared to the final week of Ramadan (March 20-26). This dramatic 'Eid effect' illustrates just how deeply cinema-going is woven into the fabric of regional celebrations. Regional growth across markets The performance across GCC markets shows encouraging growth in all territories. The UAE market led with 575,147 admissions — representing a 25.5 per cent increase from Eid al-Fitr 2024 — while Saudi Arabia contributed 416,318 admissions with a 4 per cent year-over-year improvement. Together, these two crucial markets delivered 991,465 admissions, marking a 15.4 per cent growth that reinforces cinema's position as the preferred leisure activity during festive periods. This success stems partly from the diversity of content showcased. In the UAE, Malayalam-language L2: Empuraan and Hindi feature Sikandar performed exceptionally alongside global titles like A Working Man and A Minecraft Movie. Meanwhile, Saudi Arabian audiences showed strong preference for Arabic-language productions including Shabab El Bomb 2 and Al Safa Thaanawia, complemented by healthy attendance for international releases. Summer cinema opportunity at our doorstep With cinema attendance already reaching 7.1 million admissions year-to-date across our circuit, Motivate Val Morgan is uniquely positioned to deliver exceptional brand exposure throughout the second quarter. The upcoming Eid al-Adha celebration in early June, combined with the traditional summer blockbuster season, creates a perfect alignment of cultural occasion and premium content releases. Unique proposition for advertisers In today's fragmented media landscape, cinema advertising delivers something increasingly rare: guaranteed viewership in a distraction-free environment. Kantar's & Val Morgan's 2024 Media Reactions study confirms cinema's exceptional effectiveness – despite receiving only 6 per cent of media spend, it delivers 15 per cent of total campaign impact per person. This 2.5x efficiency ratio consistently outperforms traditional and digital channels. The study also ranks cinema among the highest channels for ad equity among younger audiences, creating a receptive environment wherein advertising resonates deeply. Particularly valuable is cinema's ability to reach otherwise missed audiences – with 44 per cent of reach incremental to TV, 31 per cent incremental reach to digital and 18 per cent completely incremental to both TV and digital. This captive audience approach delivers higher brand recall and emotional resonance, with message retention rates of up to 95 per cent on certain campaigns, far surpassing other media channels. Forward-thinking brands have already begun securing premium positioning during the upcoming summer slate, which features several anticipated franchise installments and original blockbusters expected to drive record attendance throughout our circuit. The combination of Eid al-Adha and summer blockbuster season creates a perfect storm of audience engagement. For advertisers seeking meaningful consumer connections in an increasingly distracted marketplace, our cinema network offers the rare combination of attention, impact, and contextual relevance that simply can't be replicated elsewhere. By Avinash Udeshi, Chief Operating Officer at Motivate Val Morgan
