The objective of the campaign was to encourage people to vote in the up-coming elections in South Africa.

Instead of simply creating a generic cinema commercial to encourage voting, we decided that creating an experience for our target audience would create a much greater impact. Demonstrating first hand that if you don’t vote, you can’t complain about the government, as you allow someone else to make decisions for you.

Cinemark wanted to support the “I Vote South Africa” campaign and address the lack of interest, particularly from the youth and because movies and youths go hand in hand.

The cinema commercial was very well received among the youth.

Prior to elections a poll calculated that 60% of the youth were not registered to vote and a further 23% of registered said they would not vote. Our commercial unfortunately only started running 2 weeks prior to the elections so couldn't change the non registered voters but instead of 23% registered voters who said they would not to vote only 13% of them did not vote. That's 10% or 684,800 voters who voted that might not have.

The Media team did an incredible job in getting the cinema engineers to make the interactive Cinema commercial happen, strategically placing the banners in appropriate places and also in targeting the right movies that the youth would watch, as to maximise the target market. The team also got the cinema engineers to switch the lights on and off in the cinema to give the ad the full impact.

With South Africa’s disillusionment with the political status, voter numbers were dropping in all age groups, especially in first time voters with only a mere 22.2% of them registering to vote. The aim was to target the youth and give them a reason to vote. Cinemark owns Ster Kinekor, South Africa's largest cinema/movie chain. Cinemark took the initiative to target the youth and make a difference, and because they own most of the Cinema's in South Africa they could use their free media space to make a difference. And the more disruptive the idea, the bigger difference they could make.