We Are Collider helps Urban Decay launch Face Bond

L’Oreal-owned cosmetics brand Urban Decay has tasked We Are Collider – the agency specialising in live, virtual and digital experiences for brands including Red Bull, Riot Games and Waitrose – with devising a campaign that creates fanfare around the UK launch of the brand’s celebrated foundation product, Face Bond.

To encourage sampling that directs consumers to purchase while also driving social and influencer engagement, We Are Collider devised a campaign that integrates social content, influencer unboxing and a personalised interactive billboard experience.

From Thursday 19 September, CG teasers of hot air balloons delivering Face Bond across the Atlantic to the UK started appearing across social channels. The campaign’s second phase saw 650 influencers – including Danielle Marcan, Embla Wigum and Alice King – receiving what looks like a beautifully designed beauty magazine. After reading the first few pages, influencers suddenly realised they had been given boxes of Face Bond and shade-matching swatches disguised as a glossy magazine.

The third phase, launching on 21 September, sees interactive billboards pop up across Manchester, Birmingham and London. At first glance, the billboards look like standard OOH executions with product messaging and a QR code. Along the base of each ‘ad’, however, are IRL Face Bond bottles in all 40 shades; a clue that there is more to the billboard than meets the eye. Passersby who want to engage are then shade-matched by an Urban Decay make-up artist who has been stationed by the board. After being informed of their perfect shade, they are given a product sample and a calling card with a QR code shortcut to an online purchase.

Miranda Anthony, Senior Advocacy & Media Manager, L’Oreal said “We’re really pleased to have worked with We Are Collider on this innovative three-phase campaign. As an important UK launch to drive Urban Decay’s credibility in the complexion space, I have no doubt that their creativity and vision for this campaign will engage our audience.”

We Are Collider’s MD, Tracy Sorgiovanni, said: “We’ve really enjoyed being able to integrate a campaign by elevating three different media channels beyond the norm. Rather than a normal beauty film communicating product benefits on socials, we’ve told a brand story using CG. Rather than sending influencers a standard beauty or giant ‘product’ box, we created an editorial magazine box with a hidden surprise. Rather than a standard billboard, we’ve created an interactive billboard where consumers can get a personalised experience and take home a sample.”