Mini Babybel and Primesight launch interactive cinema campaign for Comic Relief


Babybel, the UK snacking cheese, is rolling out an interactive campaign across the UK’s busiest cinemas in collaboration with Comic Relief’s ‘make your face funny for money’ fundraising initiative.

The campaign, planned by OMD UK, Talon and Toast, makes full use of out-of-home expert Primesight’s digital 6-sheet screens and will invite moviegoers to ‘become a laughing Babybel’. The animated, sound-activated screens situated in cinema foyers will allow participants to take a selfie which is then transfigured onto the image of a Mini Babybel. After choosing from a variety of different sounds, participants will be able to tap the Babybel to make it laugh, as well as using a QR code to send the picture to their own mobile devices.

The campaign will raise awareness for Comic Relief’s Red Nose Day and allow people to explore the brand new ‘Babybel Yourself’ microsite, a reduced version of which is hosted on Primesight’s screens to transform faces into a laughing Babybel.

Launching on Saturday 28 February, the campaign will run across three consecutive weekends in 16 cinemas with high footfall. The foyer location of the screens is designed to reach a reactive audience which spends on average 14 minutes before and six minutes after films in this space.

A three-week TV advertising campaign will also drive awareness of the Babybel® brand’s partnership with Red Nose Day and encourage people to go in store to gain their specially-designed Red Nose Day pack.

Andrew Goldsmith, agency sales director at Primesight, said: “We’re thrilled to be part of the Babybel ongoing partnership with Red Nose Day. Our cinema digital 6-sheets are a great way to connect with an increasingly digital-savvy audience including grandparents, parents and children who are willing to make themselves look funny for a great cause.”

Primesight also donated £30,000 of media space to Comic Relief in February. As the leading provider of cinema foyer advertising and audience details, Primesight has 125 digital six -sheets across 124 cinemas nationwide giving a range of solutions through internet access, touchscreen capabilities, motion sensor technology, in-built cameras and facial-gender-mood recognition.

Primesight also has 962 static six-sheets across 305 cinemas and 1960 washroom panels across 962 cinemas nationwide.