The audience in the cinema environment is connected, affluent, mobile and willing to try new products and services making it the ideal choice for launching OPI’s new line.
Inspired by Universal Pictures and Focus Features’ Fifty Shades of Grey’ movie, OPI was looking to promote its range of limited edition nail lacquers.
“The Fifty Shades of Greybook series is one of the greatest publishing sensations of all time, with more than 100 million copies sold to date. Fans have fallen in love with the characters and are eager to see them translated onscreen,” says OPI co-founder and Brand Ambassador Suzi Weiss-Fischmann.
“The collection captures the mood, feelings and emotions of this film with assorted hues of grey, ranging from glittering and gleaming silvers to cool grey crèmes to dark charcoal. The collection bottles the film’s passion, luxury and power in six beautiful nail lacquers ideal for expressing sensuality through beauty.”
To tie in with the launch of the highly-anticipated release of literary-adaptation Fifty Shades of Grey, OPI launched a cinema campaign across Primesight’s digital 6-sheet screens in cinema foyers to catch its target audience of women aged 18-45 when awareness of the film is at an all-time high.
The high-impact campaign, planned by OMD UK and facilitated by Talon, will target cinema visitors from February 7-21, in the build up to- and during- the launch period of the film, which hits screens on February 13.
The creative sees each of the limited edition bottles appear on the screen one by one, until the full range is revealed.
The cinema element is being complemented by nationwide press advertising.
This campaign has just launched. Results to follow.