Forever Ink, a first time cinema advertiser, launched a media campaign to promote the UK’s first tattoo care product range. Headed by cinema, the campaign, booked by Digital Cinema Media (DCM) began 24 May and runs until 6 June.
Forest Laboratories UK Ltd, owner of Forever Ink, chose cinema to reach its target audience, 18-35 year olds, by taking advantage of the appointment to view nature of cinema to drive sales and raise awareness of this new product. It is playing before films such as Star Trek Into Darkness 3D, Fast & Furious 6 and The Hangover Part III.
Recall of cinema ads has been proven to be eight times higher than TV per single exposure* and cinemagoers are 10% more likely to recommend products they’ve seen or heard advertised†.
Forever Ink is the UK's first premium skincare range with unique formulations designed specifically for the care of new and existing tattoos.
Roopa Malhotra, Senior Product Manager at Forest Laboratories UK Ltd, said: “We chose to use cinema to promote Forever Ink as it offers a highly impactful, yet cost-effective way to reach our target audience.”
Joe Evea, Commercial Director at DCM, said: “Cinema advertising is now more accessible than ever before. While lead times have been cut from four weeks to five days and production slashed to a fifth of the cost, cinema still remains the most impactful, immersive medium and it is fantastic that Forever Ink has chosen to work with DCM on this exciting campaign.”
The made for cinema creative will lead a media campaign from Forest Laboratories UK Ltd, including VOD, Digital and Press. The cinema screen time was booked by TCS Media.
* - CAA/RedBlue ‘Impacts’ Research 2007. ‘Proven recall’ scores
† - IPA Touchpoints media consumption against likelihood to recommend advertising seen or heard via any media platform