Product placement in film: a real benefit for brands

How does the product placement in cinema work and how can it be used by brands and content producers in the context of the win-win strategy? Answers to these and many other questions – on September 19 at KMW 2018 in the course of the case study ‘Sponsorship and product placement in film. Local cases and prospects’.

Although the partnership between brands and filmmakers is only developing in Ukraine, sponsorship and product placement in film projects are common things in global practice, it’s a widely used and effective marketing tool.

Case study will make comprehensive and based on real cases idea of ​​the range of reasons why global brands are interested in their presence in the cinema. What are these companies? They are diverse. For example, according to annual Brand Tracking study by the Concave marketing company dedicated to brand representation in American box office leaders, in 2017 automotive companies were the most active in this field (37 of the top 100 companies ranked). On the second place by number there are electronics manufacturers. Next – apparel and glasses brands, as well as food and beverage companies. In the top ten ranking, there are world giants: Lego (1), Chevrolet (2), Cutler and Gross (3), Apple (4), Ford (5), Sony (6), Under Armour (7), Dodge (8), Mercedes (9), Dell (10).

In addition, a large number of companies are among the leaders of this rating not the first year, which indicates that product placement is an integral part of their long-term marketing strategy. It is not surprising, because cinema can be an extremely effective sales tool. A striking example are James Bond movies: for example, Golden Eye (1995), in which James Bond first switched from Aston Martin to BMW. Specifically, – Z3 model, which appeared on sale many months after the movie, but the first 9 thousand orders the company received a month after the premiere. Another example is the prototype of the updated Chevrolet Camaro, which first appeared in the first part (2007), and then in the second part of Transformers (2009). Physically, the car became available only in the year of the release of the second film, and Chevrolet immediately sold 60 thousand cars.

At the case study, an introductory presentation will be made, dedicated to the global experience as well as successful examples of the Ukrainian market in this area. The presentation will be illustrated with the showreel of product placement cases and sponsorships in Ukrainian films.

Also, the representatives of large companies who rely on Ukrainian cinema will present their cases. Namely: Yuri Chernenkyi – Head of Marketing Communications Department at Kyivstar, Marina Volkova – Brand Manager at Malinovka, and Diana Akhmetova – Media Project Manager at Wargaming.net. The panel will be moderated by Julia Pylypenko – Head of sponsorship divison at FILM.UA Group.

Speakers will tell with which projects their companies co-operated and why with them. Also, what was expected from cooperation in the first place and whether these expectations were met. And more – they will make their recommendations to filmmakers in the context of increasing the attractiveness of their projects for brands.

Case study ‘Sponsorship and product placement in film. Local cases and prospects’ will be held on the third day of KYIV MEDIA WEEK (September 19) from 17:20 to 18:00.

KYIV MEDIA WEEK will be held on September 17-21, 2018 in Hyatt Regency Kyiv (Kyiv, Ukraine). Register for the media forum here.

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