BRAND - SUPERDRUG
superdrug presents
Biggest Beauty Event in United Kingdom
CLIENT | BRAND
SUPERDRUG
TYPE OF ACTIVATION
OUT OF HOME
LOCATION
LONDON, HACKNEY
LIVE DAYS
4 DAYS, long weekend
CONCEPTUAL TIME SPENT
6 MONTHS
CAMPAIGN RESULTS
65+
Footfall over activation period
10,000
Beauty brands activated
00
Footfall over activation period
00
Footfall over activation period
00
Footfall over activation period
PROJECT BRIEF
MY CREATIVE IMPACT
Led creative and conceptual decisions for 25 + BEAUTY brands across the package categories of Bronze, Silver and Gold.
Every decision we make is shaped by a clear sense of purpose. Our journey has been anything but ordinary. Through every step, we've focused on staying true to our values and making space for thoughtful, lasting work. Every decision we make is shaped by a clear sense of purpose. Our journey has been anything but ordinary. Through every step, we've focused on staying true to our values and making space
My process begun with a client call, understanding which products they wish to bring this event, what is their key messaging, what’s their objective at Superdrug Presents. Followed by questions that help me conceptualise further, how many units to sample, is there a requirement for a social competition, will there be product trialling, are we heroing their presence to promote a brand campaign.
Some questions help me understand their expectations, and some questions help me build a brand activation that stands out from the crowd.
EVENT STRATEGY | BRAND POSITIONING
BEFORE
There are over 7 billion public transport journeys being made in the UK annually, out of which 42% of Londoners struggle with dry skin, with city living and pollution. Whilst few of our shoppers are aware of their skin concerns linked to city living, Belif’s in-store Skin Spa will offer impactful solutions.
DURING
Customers checking in to our in-store skin spa, receive a calming and luxurious break from the stress. Indulging in a hydrating drink, soaking in spa like fragrances and trailing Belif’s product range along with an exciting chance to win free samples will elevate brand connect with shoppers in Boots.
AFTER
Shoppers leave the pop-up feeling cared for, and more informed than before. There is now an enhanced brand love and shared trust between Boots shoppers and Belif. Resulting in repeat sales and stronger beliefs in the product
MOST LOVED BRAND ACTIVATIONS
CREATIVE GALLERY
For MUA’s Lip Ease range, we heroed the blurring USP, and created “Match the shade” game played while wearing a blurry lens
We elevated Barry M’s watermelon range in a themed farmers market pop up
For Cantu, we designed a “Bowl towards Moisture” gamification, with coconut bowling balls to highlight they key ingredients.
We bought to life VT cosmetics Skin Fitness Centre, inspired by their Make Me Stronger campaign. Guests demonstrated their strength using wrist weights for a chance to win samples.
Guests were asked to match the correct Mixa claims (in our highly engaging and education facing game) for a chance to win free samples
NYX briefed us to lead with a hanging bar challenge along with a tikki bar set up to hero their beach ready summer products.
We promoted Dove’s Reffilables with a logo focussed buzz wire gamification. Guests could purchase/win refillable cases to have it engraved for free.
Haru Haru Wonder
Fruity
