Leicester’s De Montfort University appoints Primesight for onscreen cinema IQ test

Leicester’s De Montfort University has appointed Primesight to host its first advertising campaign in Cineworld, Vue and Odeon cinemas.

The digital 6 sheets will be used for the interactive campaign, aimed at potential university students between the ages of 16 and 25.

The campaign poses multiple-choice problems to discover whether the users are quick-thinkers, with a result based on the number of correct answers as well as the time taken to get there. Users are then given the opportunity to enter a prize draw for £1000 of shopping vouchers in addition to a VIP open day experience at De Montfort University.  

Justin Hare, director of marketing at De Montfort University stated: “The entire premise behind our new campaign has been to explore new channels and means to interact with our target audience in line with the key message of the advertising which is that the university does things differently and doesn’t surrender to convention. The digital cinema screens offered us a great way to display engaging creative and capture the interest of potential students, their friends and families in a novel way.”

The digital interactive campaign, brokered with Starcom MediaVest Group and developed by Cubo, will run in cinemas in eight university town locations within Milton Keynes, Nottingham, Birmingham, Solihull, Luton and Leicester.  

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