Babybel activates laughing experiential campaign

Primesight and Babybel target moviegoers with Red Nose Day activity
Primesight and Babybel target moviegoers with Red Nose Day activity

Cheese brand Babybel is rolling out a 'make your face funny for money' fundraising initiative throughout UK cinemas, in collaboration with charity Comic Relief.

The brand has worked with out-of-home specialist Primesight on the experiential activity, which has been planned by OMD UK, Talon and Toast. It will invite moviegoers to become a laughing Babybel through animated, sound-activated screens situated in cinema foyers nationwide.

Participants will be able 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 virtual cheese to make it laugh, as well as using a QR code to send the picture to their own mobile devices.

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 six-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."

The activity launched on Saturday (28 February) and will run across three consecutive weekends in 16 cinemas with high footfall. A three-week TV advertising campaign will also drive awareness of Babybel’s partnership with Red Nose Day.

Primesight donated £30,000 of media space to Comic Relief in February.

Other brands that have created experiential campaigns for this year's Red Nose Day include Sainsbury's, PG Tips and Toyota.

More: Hel's Angels to launch Red Nose Day statues

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