Maybelline has teamed up with media provider, APN Outdoor; its media agency, Carat Melbourne; and OOH specialist, Posterscope; for a new, large format billboard campaign promoting the cosmetic giant’s 100th year in business.
The campaign utilises APN Outdoor’s premium billboard format, The Lux Collection, as a key part of its media strategy.
Launched in 2013, The LUX Collection is comprised of 75 strategically located billboard sites in the five major metropolitan cities across Australia.
The LUX Collection features the latest in LED technology to illuminate advertising campaigns for supreme impact and unrivalled exposure and is synonymous with high end brands.
A study conducted by APN Outdoor uncovered that 81 per cent of all people notice billboards on major arterial roads, and 34 per cent of people strongly agree that billboards improve a brand’s status.
Maybelline NY’s campaign is running on APN Outdoor’s billboard network in Sydney, Melbourne, Brisbane, Adelaide, and Perth, and lighting up the streets with its eye catching creative developed by creative agency, McCann Melbourne.
Aurelie de Cremiers, marketing director, Maybelline NY commented, “Maybelline NY’s 100 Year Anniversary is a massive milestone for the brand and we wanted to do something special to highlight the significance of the campaign. APN Outdoor’s LUX Collection was the perfect medium to not only gain mass reach, but also cut through using the lighting which really makes the creative pop, particularly at night giving the sense of celebration.”
Maybelline NY’s large format billboard campaign is currently live on APN Outdoor’s billboard network and will be running through to the end of the month.
