Client: Mail on Sunday
BBH has created a cinema first for Mail on Sunday in bid to draw the next generation of young readers.
The aim has been to present appraisal & re-appraisal of the brand and its two distinct magazines, ‘You’ for women and ‘Live’ for men.
A spokesperson said, “Cinema was the perfect choice as the best way of getting to our new audience. It’s an underutilised medium, a place we can specifically target our (often elusive) audience in an already engaged environment.
“Most people visiting the cinema on a Friday/Saturday night are young couples – this gives us the chance to really target our messaging exclusively to them.”
To support the campaign Mail on Sunday is running a mass sampling exercise for the two magazines. Around 1.3 million copies of the magazines will be given out within the cinemas on Friday and Saturday nights – the biggest sampling exercise of its kind.
Not only will the audience be driven to reappraisal by the film but then they can experience the product for themselves, with audiences being given their own copy of the magazine complete with incentives to purchase and unique offers.
This engagement strategy is the first of its kind – no other paper or magazine has ever advertised on cinema before.