We created a 36-page mini-magazine (just 8cm by 8cm) and attached it to branded popcorn boxes in the largest multiplex in the UAE.

We targeted both English and Hindi movies and distributed the magazine for four weeks at the 14-screen Mall of the Emirates. Forty-eight per cent of those visiting the cinema at this destination saw the magazine. Further support was given by creating in-programme placements of Sony products within a popular program on a popular Music TV channel. We also made the DJ’s speak about the commercial, and explain the technology behind the Sony products.

Independent tracking studies show uplift with improvements in areas such as “young brand” (scores increased by 7%), “friendly” (scores increased by 23%) and “Modern/Trendy” (scores increased by 32%).A host of international brands asked if they could advertise in the magazine.