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| Author | Zoe Aresti |
Revlon has launched a campaign to target audiences in UK cinemas nationwide to drive awareness around their new brand positioning, Love is On, featuring screen time advertising and foyer demonstrations.
Through a deal brokered by Digital Cinema Media (DCM) and Revlon’s buying and planning agency, MediaCom, Revlon has booked into cinema’s national Silver Spot across the full seven week run of the upcoming Hollywood blockbuster, Fifty Shades of Grey. The Silver Spot is the last 60” commercial message just before the trailer reel.
The Revlon campaign will be amplified with in-foyer demo session in 20 of Vue’s highest footfall cinemas up and down the country, including both flagship Westfield London sites and Bristol’s Star City. The sessions will take place on Saturday 14 February and will comprise of brand ambassadors presenting cinemagoers with free trials of Revlon’s Colorburst Lip Balm, as well as offering money off coupons that are redeemable at Boots stores. The sessions will each last nine hours.
Louise Burgeman, Planning Director, MediaCom said: “This has been a fantastic collaboration, with cinema being the natural choice to amplify Revlon’s campaign and ensure the brand remains front of mind. The in-foyer activity is an innovative addition that will ensure maximum engagement with a highly engaged audience.”
Karen Stacy, CEO , Digital Cinema Media added: “Fifty Shades of Grey is set to be one of the biggest female-focused films of the year and, by aligning themselves with the film, brands such as Revlon can look to target young, upmarket and highly desirable audiences who are light TV viewers, early adopters and extremely active on social media. Promoting in-foyer activity means Revlon can capitalise on the impact of the big screen by interacting with audiences both before and after the film, increasing brand engagement.”