2012 Winners & Shortlists

The Campaign

We wanted to create an engaging platform to position Maybelline NY as the leader in the Red lipstick shades and create desire among consumers.Make RED the color of the season and talk of the town through RED executions across all media by creating Maybelline NY’s RED-MARK. TV: The RED-MARK NIGHT A movie selection based on RED! The RED-MARK logo appeared on the MOVIE-NIGHT promos. ONLINE: The RED-MARK FACEBOOK movement Users uploaded pictures of objects with Red lipstick marks! The lady with the most pictures won the title “RED LADY” and an iPad RADIO: RJs left their RED-MARKs on random objects and callers guessed what that object were. Each winner was given TEN CINEMA TICKETS for RED RIDING HOOD! CINEMA: Associated RED-MARK with RED RIDING HOOD the movie. Goody bags were placed under cinema seats and Our screening ad asked viewers to LOOK UNDER THEIR SEATS!

Success of the Campaign

Our Raw Facebook fan page grew to 20,000 fans in 3 weeks with over 140,000 pictures uploaded in the first 10 days which crashed our page. After The TV execution, Radio and first week for our cinema execution our Sales increased by 67% for 2 and a half month(the season). We positioned Color sensational the reds high in the red shades category, our consumer will always link red to color sensational and most importantly we've built proximity with our consumers and took them on a thrilling Ride before trying our red lipstick.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

We started with an exclusive Movie sponsorship entitled the RED-MARK night for 4 weeks/ The Movie selection was based on the Red Color.The RED-MARK logo was popping in promos and invited viewers to like us on facebook where The Red-Mark was inviting consumers to mark objects with red lipstick and upload the pictures.Whoever uploads the most pictures wins an ipad. Radio competition was running in parallel. RJs left their RED-MARKs on random objects and callers guessed what that object were. Each winner was given 10 CINEMA TICKETS for RED RIDING HOOD! We sponsored RED RIDING HOOD since its launch in top UAE Cinemas, our visuals was inside "coming soon" lightboxes and the RED-MARK banners placed in the venues. The cinema ad asked viewers to look under their seats to find that we placed goody bags under their seats...every seat. TV promoted Facebook, Facebook promoted Radio, and Radio promoted Cinema.