AGENCY: Michael Alan Group NYC
MARKETS: NYC – Times Square
MESSAGES: WOW – OLAY free makeover.
DATES: May 11 & 12, May 18 & 19, 2013
PROGRAM ELEMENTS: 1-24’ branded glass box vehicle; 3 Sony 42” HDTV’s (2 attached to truss pylons outside, 1 mounted inside of truck); 3 MAC Mini computers; 3 salon stations with lighted vanity mirrors; custom 12’x12’x12’’ branded truss system to cover truck cab, 1 step/repeat banner for red carpet photo element.
OVERVIEW: Michael Alan Group partnered with Lime Media to provide a high-impact mobile salon in Times Square NYC that allowed consumers to receive a freemini makeover from professional make-up artists using OLAY Skin care/Make-up products.
Lime Media customized a 24’ glass box truck to become a complete, self contained mobile salon. We used some cool technology, including a custom-built app that streamed live content to the 3 TV screens in and around the vehicle. The same content was also projected onto a giant screen in Times Square. Consumers were invited to log onto a website and register their information to receive offers directly from OLAY. There was a red carpet-style area that allowed consumers to have photos taken and uploaded to Facebook and other social medial outlets. There were over 550 makeovers during the 4 day activation period. The overall response from the consumers – and the client - was outstanding!