Brief

The main challenge of the campaign was to “break through the sea of sameness to drive awareness leading to conversion” for Revlon products in Canada. The season of romantic movies and the cineplex environment where couples frequent presents the perfect opportunity to invite women to step into the world of love before their show. 

Solution

Working with Vengo, we implemented interactive sampling vending machines, at cineplexes situated within major cities in Canada. The campaign drove awareness of Revlon’s new ‘Love is On’ campaign on-location and on social media channels via the hashtag #LoveIsOn Participants simply have to answer a time limited movie quiz and get the top score to win a Revlon Ultra HD Lipstick.

Results

  • 3.2 million views of the 30s spot on running on the customised Revlon vending machine located in 28 theatre lobby’s in major Canadian cities e.g. Montreal, Toronto and Vancouver
  • Nearly 38,000 consumers interacted with the Revlon vending machine, generating 797,000 taps on the screen and an average engagement time of 35 seconds per unique engagement.
  • More than 7,000 lipstick samples were distributed as TimePlay (Quiz) prizes through the Vengo machines which was redemption rate of 74% over the course of the campaign

Note: Redemption rate defined as “Offers Viewed” to “samples distributed” Close to 14,000 consumers passing by the vending machines also registered to receive a coupon

* Bronze Winner of Marketing Magazine Canada's Media Innovation 2016 Awards for Best use of Out-of-Home Media (Budget over $100k).

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#LoveIsOn by @revloncanada celebrates romance through quiz and sampling at cineplexes around Canada. Thanks to @MaxusMetalworks @VengoLabs