When Loreal approached us to create a unique pre-launch online campaign site that would grab attention, their brief included the word “rush” which excited us immediately. We ended up creating an online game which, as the visuals suggest, wasessentiallyanendlessnumberofmascarasfly-ing towardsthescreen-muchliketravelingthroughanasteroidbeltin space. The aim - to grab the right one and win a supply of a product that no one else could get their hands on.
Participants were able to visit the website and sign up with L’Oreal, to participate. This campaign involved a fair amount of design and technology research as we had to develop the 3D game engine and art style from scratch in a manner that would look great and enable it to run smoothly online.
The result - the first 1000 mascaras were grabbed in days and the website hit an exposure level of 30,000 people in the first 60 hours.