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Look Magazine ‘Hand Bag’ advert

Agency: Grey London

Client: Look Magazine

Look , the glossy high street fashion and celebrity weekly magazine, is to hook into its core audience of 15-34 year old women through its first ever cinema advertising campaign.

A series of highly targeted ads will run exclusively before high profile female-focussed films ‘The Ugly Truth’ and ‘Nine’.

Created by Grey London and planned through Mediacom, the work aims tocapture the moment when a particular item of clothing makes a woman feel confident and how Look, with its unique proposition, is the magazine that gives women these moments.

A young woman is musing over whether she has room in her life for another handbag, before inevitably deciding that, of course, she does! The strap line for the ads is 'That's my Look'.

The decision to advertise in cinema is Look's first ever transfer onto the big screen, and forms part of a continued strategy to raise brand awareness while specifically reaching a female audience, something that cinema is able to do in a highly targeted way.

"Look is a hugely powerful brand in the UK magazine market, and the opportunity to work with Digital Cinema Media to target our brand messages in the cinema context around these films - which deliver the perfect audience - was simply too good to miss,” said Senior Marketing Manager at Look, Tara Steadman.

UK Cinema has seen booming admissions this year and with future releases such as Sex in the City 2, Love Happens, starring Jennifer Aniston, and the remake of 80's classic Fame, the opportunities for female brands are plentiful.

DCM's recent FAME 2009 research proved the appeal of cinema to women with 70% of female cinemagoers agreeing that "there is no better place to watch films than at the cinema", while 33% agreed they "love the hype that surrounds big film releases".

Recent TGI research went further, stating that 15-34 year old female cinemagoers are 3.7 more likely to almost always or quite often buy Look.

Launched in February 2007, Look offers a unique mix of up-to the-minute affordable fashion, high street shopping advice, celebrity style and news, coupled with thought provoking real life.

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