Case Study: Digital Cinema Media achieves stronger brand differentiation with Fearlessly Frank

Digital Cinema Media reaches 85% of the cinema advertising market with Fearlessly Frank

Digital Cinema Media (DCM), the UK's market leader in cinema advertising, faced the challenge of creating meaningful differentiation and leading a cultural change in how its medium was valued. They engaged the vendor Fearlessly Frank for brand positioning and strategy services to help them move beyond simply selling ads and to introduce their brand to a mass audience on the big screen.

Fearlessly Frank developed the "Welcome To Our World" platform, which reframed cinema advertising as an invitation into a world of stories and emotion. This solution gave DCM a distinctive and flexible voice to champion the power of cinema, helping to shift the conversation from "advertising before a film" to "brands entering the world of cinema." The measurable impact included DCM's representation of 85% of the UK cinema advertising market and audience data showing that 77% of the population are cinemagoers.

Digital Cinema Media (DCM)