Ahead of the its key festive purchasing season, L'Oréal wanted to reach those who were in the market for a male fragrance, whether for themselves or as a gift. The Armani Code campaign was looking to cut through, excite, and engage existing and potential new customers.
The new brand asset starring Regé-Jean Page ran in cinema as part of a wider AV campaign that included TV, BVOD, Social and Online. Cinema was included on the plan as L'Oréal knew that cinema could deliver a young, affluent-skewing audience in a highly receptive environment where more attention is paid vs. other AV formats.
Plan
Aligning with premium content was key and the Armani Code ad ran across the DCM estate running in the Bronze and Silver Spots of titles that would efficiently deliver against the primary male audience including Amsterdam and The Banshees of Inisherin.
Results
Cinema worked effectively as part of the AV mix driving significant uplifts.
