Overview
To launch the new Pitch Black Mascara from Rimmel London’s Thrill Seeker range, we didn’t just market a product – we unleashed it across the city. Partnering with Rimmel, we delivered an unmissable, omnichannel campaign built to stop Gen Z in their tracks.
Challenge
The affordable mascara market is fiercely competitive, with countless brands vying for consumers seeking high-quality products at reasonable prices.
How can Thrill Seeker Pitch Black, the brand’s newest shade, stand out and make a lasting impression on the fickle and demanding Gen Z?
Insight
Pitch black is a powerful color that can dramatically transform a look, adding a touch of boldness and intensity. Thrill Seeker Pitch Black’s unique formula and texture is a testament to that.
Strategy
We brought the pitch black look to the Tube, to London buses, to scannable murals delivering AR try-on effects and all over socials with FOOH. The city was transformed with the unmissable bold intensity of Thrill Seekers Pitch Black mascara.
Idea
A full-throttle city takeover. We made Pitch Black the boldest thing on the streets and in the feed:
Anamorphic and OOH across London, including bus t-sides and shopping centres
An industry-first Snap AR Landmark takeover
Interactive digital placements that used cameras to react to shoppers
ASMR-style TikTok Top View creative designed for thumb-stopping impact
A sampling push that put product directly into hands
Interactive UGC moments
Results
5.6M IMPRESSIONS
SNAP CAMPAIGN OF THE YEAR
