H&M traditionally focus on Outdoor & Press, but for the launch of their '&Denim' range they ran a 6 minute short film on cinema.
H&M ran a 6 minute short film at 40 selected Odeon and UCI sites with selected films from 23rd September (for 5 weeks)
This was supported by foyer activity in the form of 6 sheets and floor media with additional sampling at selected sites on evening of Friday 23rd September
To launch the new denim range at H&M.
To use media to support and highlight the range’s innovation and creativity.
To drive awareness and enhance attitudes of H&M denim.
To enhance the consumer cinema experience courtesy of H&M.
A qualitative study was conducted with 4 x 1½ hour Group Discussions
of women between 16-34 BC1C2 who attend the cinema regularly, who shop at H&M regularly and who are not rejectors of advertising.
The cinema platform was felt to be the optimum medium through which this creative be executed and much interest was generated by the introduction of this format. It was felt to be a strong tool in the cinema advertising box.
Overall, the Romeo and Juliet creative was received positively and ticked most of the boxes required for a successful cinema ad campaign
Strong positive impact on the H&M umbrella brand however, impact on the &denim brand was less strong.
Despite average visibility of the &denim sub-brand, call to action for the overall H&M proposition was strong.
Original findings were that as a fashion label, H&M was a cheap safe brand that was similiar to Dorothy Perkins or Miss Selfridge. Post-discussion, the H&M brand was elevated to a more upmarket, contemporary position within its competitive set amongst the likes of Urban Outfitters or Selfridges stores.
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