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When leading cosmetic manufacturer Esteé Lauder opted to utilise cinema at the commencement of their marketing campaign, followed by print and outdoor, they could not have foreseen the phenomenal success their cinema commercial would generate. Using 20 digital cinema sites across the country
the Esteé Lauder commercial for its new female fragrance Beyond
Paradise, aimed at “sensual” young women in the upper LSMs
aged 16 – 25, was screened during the season’s top movies
for a total of eight weeks. “Digital technology makes cinema advertising more affordable by reducing production and distribution costs. It also shortens production lead times and makes cinema advertising more accessible to those advertisers who would not normally have utilised the cinema medium due to budget constraints. This is why its exciting to see new clients like Estee’ Lauder using the digital cinema sites to advertise a new product, and seeing such a phenomenal success,” comment Lawrence Trent, of CineMARK. |
“Cinema is an exciting medium that tailors itself to a range of products and opportunities. Digital cinema advertising is just one of the many options available and its great to see a campaign work so well. Estee’ Lauder also utilised CineMARK’s foyer advertising opportunities through InLine Indoor Media and conducted sampling campaigns for the new product. This ensured higher retention levels and greater visibility, ensuring cinemagoers were well aware of the product and got to sample the product as well as see the cinema advertising,” comments Elmarie Pretorius , Managing Director, CineMARK. “Estee Lauder will definitely use Cinema again, as it has injected youthfulness and fantasy into the brand, enabling us to reached our sales targets before the additional media broke,” concludes Nicole van Doninck.
On Behalf Of: CineMARK |