Case studies
SPACE.NK
Brief
Space NK has thrived in the UK in the competitive beauty retail sector. In 2006, the brand was about to advertise in the UK for the first time. However its message needed to stay special and not to “sell out”.
Insight
Space NK is all about discovery. We wanted consumers to discover the first ever advertising in an unexpected environment.
Solution
Cinema was the lead media channel – a powerful, persuasive channel far away from the beauty clutter in glossy magazines.
The Space NK advertising launch coincided with the conversion of Film4 from a subscription to a free-to-air channel. The same high quality audience that Space NK had wanted to appeal to in cinemas was now available in their living rooms.
62% of people who recalled the cinema ad said they were fairly likely or very likely to shop at Space NK in the future. Before the campaign this figure was just 33%
CSA RESEARCH