John Frieda demonstrates the effectivness of off-screen opportunities at the cinema, with a particular focus on sampling
The challenge that John Frieda had was to inform people of the different products available that are specific to different hair types.
The campaign objectives were to increase awareness of the Frizz-Ease product range, encouraging trial and future purchase of Frizz-Ease.
In order to drive awareness, trial and sales of Frizz-Ease amongst a female audience, John Frieda decided to undertake a sampling campaign in cinema foyers nationwide. This involved distributing samples of Frizz-Ease, competition leaflets and money off coupons, all of which was supported by foyer POS.
The campaign results were very good:
- 31,120 samples of John Frieda Frizz-Ease were distributed
- 1,114 competition responses were received
- A redemption rate of 3.7% was achieved
The cinema has extremely effective off-screen advertising opportunities that can be utilised to meet campaign objectives effectively.