This idea is archived

CASE STUDY: Sex and the City Sampling Activity

Provided by Digital Cinema Media
Coty Prestige embraced cinema to create a high profile and glamorous way to promote Sarah Jessica Parker's 'Lovely' fragrance.

What was the Challenge / Background of the Campaign?

Coty wanted to avoid traditional spot advertising for the launch of 'Lovely' as they aimed to implement a campaign that would create cut-through amongst all other advertisers. Coty endeavored to construct a campaign which would form strong associations between the product and the film 'Sex And The City', as well as creating a deeper connection with their female audience.

What was the Campaign Objective?

To raise awareness and to create an impact.

What was the Solution?

During the opening weekend of Sex And The City, six of the largest UK cinemas partook in the launch of Sarah Jessica Parker's, 'Lovely'. Catwalk shows were performed, dominating cinema foyers across the country. Models were dressed head to toe in Debenhams Designer clothes, demonstrating how to achieve the Sex And The City 'look'. The events were promoted in 'Now' and 'Look' magazines, whereby readers could enter a competition to win tickets to the fashion shows. Samples of the fragrance were also distributed to the audience in an engaging and glamorous manner.

What were the Results?

The results of this campaign were highly successful with over 6,400 entries to the competition in 'Look' and 'Now' magazines. The catwalk shows provided the brand with a large amount of PR exposure and word of mouth amongst fans. Using Debenhams clothing for the show encouraged consumers to shop in the store, where a promotion for the 'Lovely' fragrance was also running.

What were the Key Learnings of this Campaign?

The campaign demonstrates how cinema provides brands with innovative ways to advertise their products which create cut-through and large amounts of PR. Incorporating in-foyer activity with sampling demonstrates how brands can form associations with the films showing, demonstrating extremely effective targeting.

printer friendly version
BudgetReach & FrequencyTarget AudienceMedia Used
Contact for detailsFemale ABC1 cinemagoers
16 - 24
25 - 34
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
Many more ideas on   Click here to register and view them!
Need some fresh ideas?
Try our Briefing Service

Search for Ideas



Media Route

Marketing Route

Full Search Options is the place for brands and their agencies to find marketing ideas, media insight and sponsorship solutions.

Sign Up

Register now to find out more about Agencies Marketers Media/Rights Owners
Need some fresh ideas?
Try our Briefing Service