Halifax moves into ScreenX ad format | Ad Tech | News | Rapid TV News
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Halifax bank has become the first brand to run an ad in the UK using ScreenX, is a Cineworld technology that extends the screen onto the side walls of the film theatre, creating an experience that surrounds the cinema seat.

screenx 11 may 2019Set to run for a period of four weeks, the partnership was brokered by MediaCom and Digital Cinema Media (DCM), in partnership with adam&eveDBB and Cineworld.

The featured ad is Halifax’s new creative proposition, ‘That new home feeling, Halifax makes it happen’. The ad follows a toy moving into a new house with its family. The audience follows its journey, experiencing the feeling of a new home. In and amongst the boxes and furniture, the toy sees a new world of possibility and promise -- all set to the beat of the classic 70s track, Jungle Boogie, by Kool and the Gang.

“Our comms strategy was about sharing that ‘new home’ feeling of joy,” said Rachel Dixon, business director at MediaCom. “We knew from our planning that AV was going to make up the bedrock of the advert and Cineworld’s ScreenX was the perfect way to create an emotional response. In turn, we knew this would increase brand awareness for the younger segments of Halifax’s target audience that are typically hard to reach. The immersive experience supports Halifax’s new position as a can-do brand and strengthens the overall campaign message to create a truly impactful experience, and we are thrilled to be the first UK advertiser to use it.”

The immersive execution will see the ad move across all three screens to amplify the cinematic experience. Halifax has also taken the Gold Spot, the prime 60” directly before the film in all ScreenX showings for the entirety of the campaign.

“We’re very excited to be re-launching the Halifax brand with a new strategy, visual identity and advertising campaign that makes Halifax more modern, distinctive and relevant,” said Richard Warren, director of marketing communications, Group Brands and Marketing,  Halifax. “’Halifax makes it happen’ is an action orientated brand promise that responds to what customers are looking for in their lives – a bank that enables them to achieve what’s important to them and their families in an easy, straightforward way. We wanted to stand out and push the limit of how people see Halifax and ScreenX takes the cinematic experience to a whole new dimension. We’re excited to be pioneering this new piece of technology.”