Maybelline brings colour to Westfield Shopping City Süd

Keyfacts

Branded American school bus in the outdoor area by Entrance 5
Accompanying wheel of fortune
Opportunity to have make-up professionally applied

Cosmetics manufacturer Maybelline attracted the curious eyes of a host of customers at Westfield Shopping City Süd with attractive prizes and a real eye-catcher – an archetypal American school bus in the Maybelline design which was helping promote its new ‘Lifter Plump’ lip gloss.

The new product was also the centre of attraction at the wheel of fortune. With a bit of luck, every participant had the opportunity to take home some ‘Lifter Plump’ as the main prize. Consolation prizes in the form of branded soft drinks and small surprise boxes ensured that every visitor was a winner.

Multichannel marketing for maximum attention

A real feel-good atmosphere awaited customers in the bright red bus itself. In the ‘Lifter Plump’ Lounge, they were able to have the new lip gloss applied professionally and enjoy the relaxing atmosphere, experiencing the Maybelline brand up close and trying out the new product then and there.

Westfield Shopping City Süd, Westfield SCS, Maybelline, lifter pump — The branded American school bus in the outdoor area at Entrance 5 attracted attention and drew hordes of visitors to the cosmetics manufacturer's promotion stand.

The campaign was supported by advertising on the large LED Mega Screen at Entrance 5 of the centre. This drew customers’ attention to the bus and invited even more visitors to join in.

The campaign was met with great enthusiasm by visitors to the centre. Long queues formed in front of the truck to spin the wheel of fortune and experience the Maybelline bus. The positive feedback and high level of approval show that the campaign was a resounding success.

Synergies and higher bricks-and-mortar traffic

The promotion in Westfield Shopping City Süd not only enabled Maybelline to promote its new ‘Lifter Plump’ product to great effect – it also brought the brand itself to life for the visiting public who had the opportunity to try the products directly at the centre and buy them in the nearby BIPA drugstore. As a result, the campaign also helped increase bricks-and-mortar traffic.

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Cases

Multichannel marketing for maximum attention

Synergies and higher bricks-and-mortar traffic