Launching this week, the highly targeted ads will run exclusively before high profile female-focussed films The Ugly Truth and Nine.
The ads, created by Grey London and planned through Mediacom, capture the moment when a particular item of clothing makes a woman feel confident and how Look, with its unique proposition, is the magazine that gives women these moments. A young woman is musing over whether she has room in her life for another handbag, before inevitably deciding that, of course, she does! The strap line for the ads is ‘That’s my Look’.
The decision to advertise in cinema is Look’s first ever transfer onto the big screen, and forms part of a continued strategy to raise brand awareness while specifically reaching a female audience, something that cinema is able to do in a highly targeted way.
Tara Steadman, Senior Marketing Manager at Look, said: “Look is a hugely powerful brand in the UK magazine market, and the opportunity to work with DCM to target our brand messages in the cinema context around these films – which deliver the perfect audience – was simply too good to miss.”
Fleur Castell, Head of Marketing at Digital Cinema Media, the market leader in UK cinema advertising, said: “With our tailored cinema advertising packages our clients are able to capture their target consumers by running adverts in key selected movies that attract the same audience. Movies such as Nine and The Ugly Truth are must-see destination viewing for women, and with an average party size of three; these films will deliver the perfect audience and environment for Look.”
UK Cinema has seen booming admissions this year and with future releases such as Sex in the City 2, Love Happens, starring Jennifer Aniston, and the remake of 80’s classic Fame, the opportunities for female brands are plentiful.
DCM’s recent FAME 2009 research proved the appeal of cinema to women with 70% of female cinemagoers agreeing that “there is no better place to watch films than at the cinema“, while 33% agreed they “love the hype that surrounds big film releases”. Recent TGI research went further, stating that 15-34 year old female cinemagoers are 3.7 more likely to almost always or quite often buy Look.
IPC says: “Look launched in February 2007, supported by an £18m investment, and instantly became the UK's biggest-selling fashion weekly. Led by BSME-award winning editor Ali Hall, its vision to make the world of fashion and beauty accessible to all has made it one of the UK’s most influential and innovative media brands. Look offers an unparalleled mix of aspirational high street glamour, shopping advice and celebrity news and style for today’s generation of fashion-savvy females. Look is on sale every Tuesday, with a cover price of £1.50.”