Forever Ink looks to create buzz with Digital Cinema Media

Tattoo care brand Forever Ink has launched its first ever cinema campaign with Digital Cinema Media (DCM).

The campaign, which will run until 6 June, will be headed by cinema and will also include VOD, digital and press.

Roopa Malhotra, senior product manager at Forest Laboratories UK Ltd, which owns Forever Ink, said: “We chose to use cinema to promote Forever Ink as it offers a highly impactful, yet cost-effective way to reach our target audience.”

Looking to target the 18 to 35 year old market, the ad will play before films such as Star Trek Into Darkness 3D, Fast & Furious 6 and The Hangover Part III.

Joe Evea, commercial director at DCM, said: “Cinema advertising is now more accessible than ever before. While lead times have been cut from four weeks to five days and production slashed to a fifth of the cost, cinema still remains the most impactful, immersive medium and it is fantastic that Forever Ink has chosen to work with DCM on this exciting campaign.”

The cinema screen time was booked by TCS Media.

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