Revlon has launched a campaign to target UK cinema-goers and drive awareness of its new brand positioning, Love is On. The campaign features screen time advertising and foyer demonstrations.
Through a deal with Digital Cinema Media (DCM) and Revlon’s buying and planning agency, MediaCom, the Love is On ad will show across the full seven week run of the upcoming blockbuster, Fifty Shades of Grey. The ad will run as the last commercial message just before the trailer reel.
The brand is also holding in-foyer demonstrations in 20 of cinema company Vue’s highest footfall cinemas, including both flagship Westfield London sites and Bristol’s Star City. Brand ambassadors will be presenting cinema-goers with free trials of Colorburst Lip Balm, as well as offering money-off coupons, redeemable at Boots stores.
Karen Stacy, CEO of Digital Cinema Media, commented: “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.”
