| Sector | Cosmetics & Personal Care |
|---|---|
| Buying route | AGP |
| Audience | ABC1 Men |
| Sector | FMCG |
| Target Audience | ABC1 35-54 Males |
| Package | Male AGP & Logan Film Pack |
| Media Agency | Wavemaker |
| Duration | 30" |
Background
- Just For Men (JFM) had spotted a gap in the market – men who weren’t necessarily concerned by their greys but wanted to target them gradually, amid fears of a sudden drastic change. This led to the launch of Control GX, a new solution to hair dye that could provide men with subtle but permanent and natural looking results.
Idea
- With JFM already holding a 95% share of the hair dye market, the aim of the campaign was to increase penetration and sales amongst newly educated consumers. -Cinema provided a brilliant opportunity for JFM to reach a premium male audience in an impactful and trusted environment. Therefore, the brand wanted to adopt a cinema first approach, advertising the new product only on the big screen for the first 10 days of the campaign.
- DCM and Wavemaker worked together to identify the right buying routes that would help JFM reach its target audience: Logan was a perfect fit, with the film over-indexing against ABC1 35-54 males and a broader Male AGP could help drive campaign coverage while also running in relevant titles (including Kong: Skull Island).
- JFM used a cinema solus approach for the first 10 days of the campaign as the medium has unrivalled attention and impact – cinema can deliver the message in one exposure, not requiring frequency to drive salience. Other media were then brought in including TV, VOD and out-of-home to further drive reach and message amplification.