OPI promotes Fifty Shades range

Promotion of Fifty Shades Range: A Bold OOH Campaign

OPI is promoting a range of limited edition nail lacquers, inspired by Universal Pictures and Focus Features’ Fifty Shades of Grey, in a cinema campaign across Primesight’s digital 6-sheet screens in cinema foyers.

The high-impact campaign, planned by OMD UK and facilitated by Talon, will target cinema visitors from February 7-21, surrounding the anticipated release of literary-adaptation Fifty Shades of Grey, which hits screens this Valentine’s Day.

The creative sees each of the limited edition bottles appear on the screen one by one, until the full range is revealed. The campaign will primarily target women aged 18-45. The audience in the cinema environment is connected, affluent, mobile and willing to try new products and services making it the ideal choice for launching OPI’s new line. The campaign is complemented by nationwide press advertising.

Chris Forrester, Primesight’s Commercial Director commented: “OPI’s exclusive range will be unmissable in cinema foyers in London and the South East this February. The creative will target consumers when awareness of the film is at an all-time high and will build awareness and drive sales throughout OPI’s target audience.”

Suzi Weiss-Fischmann, OPI Co-Founder & Brand Ambassador, said: “The Fifty Shades of Grey book series is one of the greatest publishing sensations of all time, with more than 100 million copies sold to date. Fans have fallen in love with the characters and are eager to see them translated onscreen.”

“The collection captures the mood, feelings and emotions of this film with assorted hues of grey, ranging from glittering and gleaming silvers to cool grey crmes to dark charcoal. The collection bottles the film’s passion, luxury and power in six beautiful nail lacquers ideal for expressing sensuality through beauty.”