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.

To raise awareness and to create an impact.

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.

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.

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.