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The Digital Cinema Media Awards 2019 are now open for entries and, as the July deadline for submissions approaches, we've decided to take a look back at the best and brightest of last year's work to get you inspired about the competition that honours and celebrates the best in cinema advertising.
The first category to get the spotlight treatment is Best Use of Cinema (Large).
Last year’s winner was ‘Max Factor: Putting a Spotlight on the Leading Ladies of Cinema’ by Coty Consumer Beauty UK / Zenith Media - let's look back at why the judges believed this campaign deserved to triumph over the rest of the shortlist.
“This was a beautifully executed campaign, that was entirely about cinema, which delivered great results. Resurrecting MaxFactor’s brand heritage by linking to the lms was brilliant, withimpactful, of-the-moment creative that was made even more relevant and engaging on the big screen and beyond.”
Max Factor’s challenge to Zenith was to do something new and distinctive to re-engage its target 35+ audience. By drawing on the three key pillars that Max Factor had built its historic reputation on: classical glamour, make-up artistry and Hollywood, there was only one place this campaign would shine – the big screen.
Joining forces with Twentieth Century Fox, DCM and Recipe, Max Factor was able to create bespoke content for cinema that recreated the looks of the leading ladies of two of 2017’s biggest blockbusters: Murder on the Orient Express and The Greatest Showman. Exclusive lm footage was combined with tailor-made tutorials led by Max Factor brand ambassador Caroline Barnes.
In a media first, Max Factor also partnered solely with Picturehouse, Everyman and Curzon to bring a range of on and off -screen activity to lifeincluding premiere-style events with make-up lounges, cinema takeovers and competitions.
The campaign was a glittering success in driving brand consideration and sales. 37% of 35-45 year old women said they would “strongly consider to purchase”, while 20% of those that saw the content have bought a Max Factor product as a result.
The lead product Healthy Skin Harmony saw 3.5% value sales growth over the period while Max Factor became the number one selling brand in self-select cosmetics over December.
Enter Best Use of Cinema (Large) category and read more about the DCM Awards here.