World’s biggest 3D OOH campaign launches in the UK for Maybelline New York Falsies Surreal Extension Mascara Targeting a Gen Z

Kinetic, DOOH.com and EssenceMediacomX have launched a major national 3D Out of Home campaign for Maybelline New York Surreal Falsies Mascara. Running on over 280 sites across small and large format screens, the campaign is the largest 3D Out of Home campaign ever run in any market in terms of scale. 3D content will run in multiple environments including high streets, shopping malls, rail stations alongside spectaculars such as the Panoramic Banner at Manchester Arndale Shopping Center.

Targeting a Gen Z and younger millennial audience, the campaign which runs in 10 and 20 second versions, features May, a digital avatar invented by Maybelline and whose 3D form was built by DOOH.com, emerging in three dimensions from the digital screen. Each screen has been carefully chosen based on its prime viewing angle to enable the creative to look as though it is breaking the boundaries of the screen site, regardless of where a viewer is standing.

“We are beyond excited to see Maybelline Falsies Surreal Mascara live nationally across multiple OOH formats and environments! This campaign is the first of its kind, with months of planning and detail to ensure that May’s avatar is brought to life across 3D DOOH screens at a mass scale. It’s wonderful to see beauty brands like Maybelline pave their way into this space and fully utilize the creative opportunities that OOH offers.” – Artemis Christodoulou – Account Manager, Kinetic

“3D OOH was the natural fit for this campaign which is routed in a ‘surreal’ metaverse storytelling. The 3D OOH is achieving a deeper connection between our brand and a valuable, diverse audience through eye catching content in environments where they are primed to make purchase decisions.” – Delphine Consigny – Marketing Director Maybelline UKI.

Source : https://oohtoday.com/worlds-biggest-3d-ooh-with-maybelline-falsies-its-mascara/