OPI is promoting a range of limited edition nail lacquers, inspired by Universal Pictures and Focus Features’ Fifty Shades of Grey, in a cinema campaign across Primesight’s digital 6-sheet screens in cinema foyers.
The high-impact campaign, planned by OMD UK and facilitated by Talon, will target cinema visitors from February 7-21, surrounding the anticipated release of the film Fifty Shades of Grey, which hits screens on February 13.
Chris Forrester, Primesight’s Commercial Director told us “OPI’s exclusive range will be unmissable in cinema foyers in London and the South East this February. The creative will target consumers when awareness of the film is at an all-time high and will build awareness and drive sales throughout OPI’s target audience.”
The creative sees each of the limited edition bottles appear on the screen one by one, until the full range is revealed. The campaign will primarily target women aged 18-45. The campaign is complemented by nationwide press advertising.
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