CK2 giant posters dominate the High Street

Coty selects Giant Poster campaign from blowUP media UK to spearhead launch of CK2 fragrance.

Coty is running a Giant Poster campaign using sites from blowUP media UK to spearhead the launch of its new Calvin Klein CK2 unisex fragrance.
With the target audience 18-24 young urbanites, Coty has picked key locations in London, Manchester, Newcastle and Glasgow to create instant fame for the brand in areas where this hard-to-reach audience abounds.
The campaign, which has been planned and bought by media agency Zenith and OOH specialist Posterscope, will run on blowUP media’s sites at Old Street/Rivington Street in London, Manchester Central, Newcastle Central and Glasgow Central.
At sizes ranging from 60 sqm to 472 sqm, the size and scale of blowUP media’s sites will enable Calvin Klein to dominate those locations and “own” the conversations with the passing audiences. In total, the four sites will deliver more than 3.7 million impacts over the campaign period.
Simon Russell, sales director of blowUP media UK comments: “The Atlas Study showed us that 70% of the audience notice a Giant Poster after one viewing, this campaign will enable Calvin Klein to grab the audience’s attention and set up a quality dialogue with sought-after young urbanites.”
Via: Outsmart

OOH sites distribute Bieber posters to fans

Justin Bieber, the face of Calvin Klein, is currently appearing all over the streets of Amsterdam modelling the new line of boxer shorts, in this campaign booked and implemented by Posterscope Netherlands and PSI.  In addition to the city centre CLP network, an additional poster giveaway experiential element was included to satisfy the demand for Bieber posters following the campaign hitting social media.
Two of the sites, JCDecaux’s ‘Mupi on Rembrandt and Van Baerlestraat, located in high footfall areas and in close proximity to the CK store were specially adapted to dispense ‘wrapped’ posters for the fans to take home.
The campaign took place in Amsterdam on x2 of the CLP’s located in central high footfall areas frequented by the Calvin Klein audience, and in very close proximity to the CK store. The CLP’s were adapted so that posters of Justin Bieber (the face of the campaign) were distributed from the bottom of the site already rolled up, for fans to take home.
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