The ads will screen UK-wide from 29 January and will use the MCBD-created TV ad featuring comedian Omid Djalili. The deal has been brokered by cinema advertising specialists Pearl & Dean and Digital Cinema Media (DCM).
Moneysupermarket says the activity will support the brand’s new positioning as the place to go to save on everything in life and get ‘a great deal easier’.
The 30-second ad will play across both Pearl & Dean and DCM’s full network of over 3,600 screens across a slate of major releases, including Mel Gibson’s Edge of Darkness, awards favourite Invictus, plus The Wolfman, Valentine’s Day and The Lovely Bones.
David Osborne, marketing director at moneysupermarket.com, says: “Utilising the silver screen for the first time to reinforce our new positioning seemed a perfect opportunity. Omid has already been a hit on the TV ads and we hope his appearance on the big screen will help highlight the message we want to deliver – moneysupermarket.com can be your right hand man and make a great deal easier.”
Peter Seabrook-Harris, regional sales director at Pearl & Dean, adds: “It’s always great to get involved with a new brand taking advantage of cinema for the first time. It’s a brilliant time for the brand to advertise with so many fantastic releases upcoming. Additionally, the recent cinema admission figures were at a record 7 year high, showing the nation’s passion for cinema is undiminished.”
Jeremy Playle, commercial director, DCM, adds: “moneysupermarket.com’s decision to exploit cinema’s communications prowess demonstrates the brand’s belief in the unrivalled power of the film experience. Cinema provides the perfect platform to engage moneysupermarket.com’s audience with its new multi-insurance positioning.”