LONDON - The Lancaster Group is launching Jennifer Lopez's new fragrance Live online, ahead of television ads that will hit the UK at the end of November.The star's perfume is pushed though a homepage takeover at www.newwoman.co.uk in a campaign that runs until November. It features a full-length video of the TV ad directed by Jean-Baptiste Mondino, as well as banners and a Skyscraper format.
The takeover aims to drive awareness to the target audience of 16- to 34-year-old women, through a "Live to Dance" theme.
Emap Advertising has created dance-related content where users are invited to "Get into the mood with Live Jennifer Lopez", including a poll where visitors pick their favourite dance track of all time. There is also fashion advice on what to wear on the dance floor and a competition to win the ultimate salsa night out.
The campaign was planned through media agency OMD UK.
Paul Law, assistant brand manager at Coty, said: "We are utterly delighted with both the campaign and the standard of creative work from Emap Advertising. The takeover has been thoroughly effective, demonstrating the inspiration for the fragrance in a stylish manner and to a large and highly relevant audience."
