| Date | |
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| Author | DCM |
| Categories | News |
The one week push is part of an ongoing campaign to raise awareness of the Barry M make-up brand and sees it use the specific film – Fame – to target its key audience of 16 to 24-year-old females. It will be backed by TV and online advertising.
The 30-second commercial shows a rock chick model walking towards the audience carrying an electric guitar. As she performs the first chord she is surrounded by ribbons of colour, whilst her make-up continuously changes, demonstrating Barry M’s 400-plus palette of cosmetics. The camera pans in to a close up of the model’s eye make-up before a voice-over intones: “Barry M. Wake up your make-up.”
The campaign showcases how smaller brands can use specific films such as Fame to reach an audience in a highly targeted way, in this case 16 to 24-year-old females. The decision to advertise in cinema is Barry M’s first transfer onto the big screen and follows the UK’s number one fashion cosmetics company launch onto the small screen earlier this year.
A Barry M spokes person commented: “Barry M customers are very keen cinemagoers but the movie has to be right for the audience and Fame is the perfect film to showcase the Barry M brand.”
The Cinema Advertising Association’s recent FAME (Film Audience Measurement and Evaluation) 2009 research proved the appeal of cinema to women with 70% of female cinemagoers agreeing that “there is no better place to watch films than at the cinema“.
A CAA spokesperson said: “The use of cinema, by brands such as Barry M, illustrates the confidence that advertisers have in the medium, especially during these difficult economic times.”
Elton Thrussell, Associate Director of ARM Direct said: “Barry M Cosmetics are very excited about this campaign as they felt that under the current economic climate it was the perfect time to test cinema.”
The ad was created by Gloss Media and media is through Arm Direct.