On the 17th of November 2019 Den Store Biografdag (The Big Cinema Day) once again took place, which is a concept that Nordisk Film Biografer arranges every year.

L’OR became the first commercial partner to ever sponsor the event, Den Store Biografdag, with the aim to give consumers an extraordinary experience. The partnership was a great match, as the cinema embraces some of the same values as L’OR itself: exclusiveness, enjoyment and everyday luxury. The sponsorship results were EXCEPTIONEL and we are proud to announce that the aided brand awareness increased from 30% to 62%. Moreover, 68% recalled L’OR as the sender of the sponsorship.

L’OR’s sponsorship included both online and offline engagement and promotion activities. L’OR’s commercial content was communicated online through Nordisk Film Biografer’s newsletter, L’OR’s social media platform, promotion on online retailers and promotion via BioSpil app (CinemaGame app) (discount code for L’OR webpage). Furthermore L’OR TVCs were on the big screen within 23 cinemas across the country the week before the event took place and on the big day. OOH was also used on the Cinema in Lyngby at the main entrance.

In addition, L’OR engaged the audience offline in Lyngby with an exclusive L’OR Lounge serving coffee for the guests. The setting of the lounge at Nordisk Film Cinema Lyngby was chosen to match L’OR’s target audience accordingly. In all 23 Nordisk Film Cinemas, L’OR samples were handed out to the guests, and within the cinemas in Lyngby and Field’s coffee aroma was dispensed when the L’OR commercial was shown to activate more senses when L’OR commercials were displayed.

In-store activation also took place in a few selected retail stores located near the cinema in Lyngby. Here, it was possible to participate in an in-store competition to win tickets to the cinema, L’OR aluminium coffee capsules were on promo at the same time.

The sponsorship was a part of the overall L’OR communication plan to increase brand and product awareness. Especially the L’OR lounge was meant to engage the target audience, and resulted in 67% uplift in consumers associating L’OR with high quality among the visitors on Den Store Biografdag. Data shows that recommendation increased from 5% to 22% for L’OR, among the visitors on Den Store Biografdag, and the increase was up to 32% for those who visited the L’OR Lounge in Lyngby.

See the case video for the full L'OR experience!

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