To promote Lindt's sponsorship of the St George OpenAir Cinema, the campaign, titled 'The First Film You Can Taste', launched the week commencing January 11, 2010.

In a push to make traditional sampling and advertising more cohesive and interactive during the event, the agency has merged the two, with the aim to encourage moviegoers to talk about the eating experience of Lindor.

Each person is given a complimentary Lindor ball upon entering the theatre and with their ball at the ready 'The First Film You Can Taste' cinema ad plays, guiding them with a step by step of how to enjoy the chocolate.

Lindt marketing director Julie Ahern said: “It’s great to work with the strong team at DraftFCB as a partner to thoroughly maximise our sponsorship of the OpenAir Cinema."

“'The First Film You Can Taste' campaign aims to leverage Lindt’s sponsorship of the event by taking advantage of the opportunity to talk direct to the cinema audience."

DraftFCB’s head of strategic services Jonathan Samengo said: “The Outdoor Cinema has a relaxed upmarket nature. And, this sampling is in sync with cinema activation and ties in nicely as people get to interact with the Lindor ball in a step-by-step process until they get to eat it.”

The First Film You Can Taste sampling will also air at Greater Union Gold Class Theatres in 2010.

Creative Credits:
Client – Lindt
Agency – DraftFCB
Creative Director– Simon Edwards
Writer – Josh Aitken
Planner – Jonathon Samengo
Account Manager – James Vincini
Producer – Chris Ford
Production Company – Engine
Sound Studio – Stellar Sound