Trial of the NEW Dramatically Different Moisturizing Lotion+ through the distribution of 70,000 samples.
Drive consumers to nearby Clinique counters.
Create an engaging and unique event taking inspiration from what makes NEW Dramatically Moisturizing Lotion+ unique.
Coverage in London, Manchester and Birmingham.
We created a unique theatrical performance utilising some of the country’s most talented performers choreographed by the renowned Mr. K. Knight. The performance took inspiration from the product’s key attributes and created a spectacular show which was performed 5 times during each of the 3 activation days. This performance was viewed by c. 25,000 people over the three days in London, Manchester and Birmingham.
Between each performance the focus of the experiential activity was to drive awareness and trial of the NEW DDML+. This was enhanced with the a bank of touch screens where people were invited to play the DDML+ game where they had a chance to win a full size product and enter a prize draw for a chance to win a £1,000 spending spree.
The activity took place in Westfield London, Manchester Piccadilly Gardens and Birmingham’s Victoria Square.
Live performances to 39,000 creating buzz and excitement and awareness of the launch.
70,000 samples distributed.
3 videos produced, extending the reach of the campaign beyond the live events with over 500k YouTube views during the campaign period.
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