• Written by:  Chris
• Date Posted:  June 17th, 2011
• Category:  Campaigns
• Comments:  No Comments »

L’Oreal is one of the greatest Make Up brands. Make women realize L’Oreal and engage them to the brand.

Our proposition / insight: Make Up is about the perfect color. L’Oreal’s got them all.

Colour is essential to our lives. It starts right in the morning when you grab your toothbrush, I bet it has a bright colour. Seconds later you wisely match the colours of your clothes. Then it is all about the mots important part of you, your face. L‘Oreal is the colour on your face, in your life.

We invite a number of artists to create a pice of art around the theme of colour. The only limitation is that they have to use the colours of L‘Oreal. They have to paint with Make Up. Later in the campaign, these artworks will be displayed in an exhibition. Our Target audiance is every female out on the street. L‘Oreal has a huge brand awareness, their target group includes woman from 14 to 75 or even older. We try to concentrate on the huge middle sector of 20 to 50 years.

Main part of the campaign is the interactive / mobile area as like an exhibition. In real life the consumer can take part in the creative process themselves.

With a mobile app people can draw their own pictures live in the street which will be published on digital billboards. Consumers can connect their smart phone to interactive CityLights. In the app they choose a colour as like a L‘Oreal product, for example a lipstick or an eyeliner, as a brush. Now they can paint through the movement of the phone. Later they can print their artwork on postcards to take them home and share them with friends.

Online everybody is invited upload pictures which they created on the CityLights to the „Colour of your life“ microsite. Your profile is created through facebook connect. You have the chance to like, comment, share and view pictures. The „Exhibition“ section features some of the artists taking part in the event. The top 10, liked artworks, will be added to the exhibition, which  is also promoted through ambient events. In the L‘Oreal area the consumer can klick on artworks and discover the Makeup used. Promotion example: With the help of a pressure washer and a stencil we will use existing graffitis to transform them into nice looking and colourful faces.

There will be Posters, with some of the artworks as like banners on the internet to promote the event. The claim „Colour of your life.“ is integrated into the displayed artwork of the poster. This should link the two different layers of picture and typography together. The aim of the poster is to promote the exhibition in the first way. The brand of L‘Oreal stays in the back. Lots of people will visit the exhibition not knowing that it is a L‘Oreal event. This evokes a strong aha experience and forms the brand in a positive way in the mind of the consumer as it will create a comforting memory.

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  What's Jollyinteractive?
  Jolly is one part of JollyRoxx, a lable, a brand, a way to life the fun I have in Design. At Jollyinteractive you can catch a slight glance at my projects and work, into my world of design. I'm currently adding new stuff, so please watch out for news. I hope you enjoy the site as much as I have playing with it.
  Chirs

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