Hyland Media has utilised consecutive triple-up scrolling outdoor panels featuring social media feeds for the Apocalips product launch for Rimmel London.
The campaign is aimed at engaging the ‘mobile’ high street female audience who are social and often out, with panels placed in high pedestrian areas such as the one pictured on Sydney’s Pitt Street.
Virginia Hyland, Founder of HM Communication Group and winner of B&T’s Women in Media award, said: “We are incredibly excited about the Rimmel Apocalips launch and embraced a new approach to media and appealing to women. The product, the audience and this campaign are colourful, vibrant and impactful. The recommendation shows a sound understanding of who our Rimmel London girl is and how she engages with the brand.
"It was a bold move to step away from historically proven media models and execute a campaign built fundamentally on the changing “Apocaliptic” world of our female consumer. Our research and insights into their one undivided offline and online world showed that our female consumes media seamlessly and our execution reflects that. This innovative launch idea seamlessly transforms an existing static medium to take social media into the streets, inspiring consumer engagement in a visual way.”
Diego Mandelbaum, marketing director COTY, added: "Leveraging our paid assets to grow our fan base, they have successfully facilitated deeper consumer engagement with our brand. This clever cut-through to our audience is crucial to our business success in this highly competitive and cluttered market.”
Client: Rimmel London, agency Hyland Media/ HM Communication Group.