L'Oréal's new product Telescopic Lift was spectacularly launched in a shopping center environment. The purpose was to bring a new mascara to the target audience along the consumer's purchase path. Read more about the implementation, which made great use of 3D elements!
Client: L'Oréal Finland Oy
Campaign goal: Increase awareness of the new product
Target audience: The core target group was Generation Z and young women, aged around 18-35, who are looking for eye-catching eyelashes
Used surfaces: Shopping Wall
The time of the campaign: 13.2.–19.2.2023
Outdoor advertising gives plenty of opportunities to implement even more creative implementations, which are easy to target to the desired target group. Large and impressive surfaces, the use of 3D, and the shopping center environment were exactly the right choices for L'Oréal's arresting launch campaign.
The campaign got an extra dimension with 3D
L'Oréal wanted to bring the Telescopic Lift mascara to the attention of the target group dreaming of beautiful eyelashes at the most important moment of the purchase path. Shopping center advertising directs consumers to the store to make purchases, and therefore it was a great fit for the campaign. The commercial environment was spectacularly taken over, utilizing realistic 3D implementation, and the new product was delivered as if directly into the consumer's shopping basket.
The purpose was to create an ad that stands out from the crowd and leaves a new product in the public's mind in experiential shopping centers. The main message of the campaign's "the next level - +5mm length to eyelashes, volume and lift and 36h duration" was strongly conveyed in the implementation.
"The mascara has a very unique brush, and our ad manages to showcase this in a fun way using 3D effects. The advantage of 3D is that it gives an additional dimension (quite literally) to the product experience of the advertisement, which we believe could have a more impactful effect on brand and product recall further down the consumer journey,” tells Alexandra Jonerheim, Nordic Product Brand Manager L’Oréal Paris Make-up; Eyes & Collections.
Outdoor advertising is an excellent channel for increasing awareness
Digital outdoor advertising is an excellent media channel due to its reach. Especially for launch campaigns, outdoor advertising solutions provide a great opportunity to increase awareness in addition to strengthening the brand.
”It was important to have an impactful launch, thus we choose DOOH and big impactful placements to support the rest of our media strategy which was mainly aiming for reach and awareness,” adds Laura García Díaz, Senior Nordic Client Manager, Wavemaker.
Thanks to the successful cooperation, the result was just as spectacular as expected – admired outside on large surfaces, the implementation even exceeded expectations.
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