To have a good time the launch of its Thrill Seeker Pitch Black mascara and attain Gen Z customers, Rimmel London partnered with media company Zenith to launch a web-based and OOH marketing campaign that includes a number of augmented-reality activations.
The marketing campaign, which was conceptualized by inventive studio Tommy, will permit Snapchat customers in London to level Snapchat’s digicam on the Tower Bridge to see the landmark remodel into the brand new mascara.
From Aug. 19-20, Rimmel-branded pedi-cab drivers with Snap codes will probably be discovered round Tower Bridge, encouraging guests to scan the code to attempt the AR lens. Individuals may also have the prospect to obtain a pattern of the mascara.
“This marketing campaign showcases Rimmel tapping into Snap’s younger audiences in essentially the most enjoyable and interesting approach by harnessing the ability of London landmarks—one thing completely on model for Rimmel,” stated Susie Thompson, media and communications senior director at Rimmel London mum or dad firm Coty UK&I. “We’re consistently considering of recent methods to push the inventive boundaries for our manufacturers, and this partnership with Snap connects us with this key viewers.”
As a part of this marketing campaign, lenticular lenses exhibiting earlier than and after visuals associated to the Thrill Seeker Pitch Black mascara will probably be positioned on London buses. JC Decaux D6 particular construct screens may also seem in each London Westfield purchasing facilities, permitting consumers to view the product in AR with the real-world because the on-screen background.
Lastly, a second AR Snapchat lens will permit individuals to enter a “Rimmel world” and nearly attempt on the mascara in augmented actuality.
The visible experiences on this marketing campaign will run via Aug. 30.
“250 million individuals interact with AR each single day on Snapchat, while 92% of Gen Z say they’re excited about utilizing AR for purchasing, so placing AR on the coronary heart of Rimmel’s Snap technique was key to delivering an impactful marketing campaign,” stated Katie Morrison, senior shopper companion for magnificence at Snapchat.
