Smooth skin renew campaign at the movies
Taking full advantage of the innovative cinema foyer advertising opportunities offered by Inline Indoor Media, Ingram elected to promote their new Skin Renew product in leading cinema sites across the country through cinema foyer advertising and product sampling based on cinemas ability to maximise brand awareness, encourage consumer interaction, and provide a highly receptive audience.
Targeting women of all ages, 20 cinema sites and foyers across the country, were clearly branded featuring Ingram's Skin Renew product. Ensuring increased awareness and to enhance the on-screen and foyer campaign, two Ingram's branded promoters distributed Skin Renew samples to cinema patrons upon entering the ladies bathrooms.
Unique to the campaign was the strategic positioning of female promoters who encouraged sampling of the products outside the cinema washrooms hence encouraging an immediate trial of the product. Conducted on a national basis, participating cinema sites include Cresta, Eastgate, Sandton City, East Rand Mall, the Zone, Monte Casino, West Gate, the Glen, Menlyn Park, Canal Walk, Cavendish, Pavillion, the V & A Waterfront, Canal Walk and Riverside Mall.
