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By Amy Houston, Senior Reporter

August 14, 2023 | 5 min read

Campaign to launch its Thrill Seeker Pitch Black mascara will rely solely on digital and out-of-home.

To excite Gen Z consumers, Rimmel has dabbled in a digital-led campaign that sees a virtual takeover of London’s Tower Bridge. Snap users can transform the iconic landmark by pointing the cameras at it, which will then see the famous bridge ‘melt’ into black liquid.

It’s the work of the creative and production studio Tommy and will go live in key locations in the capital, as well as TikTok, Snapchat, Meta, YouTube, Vevo and VOD (ITVX, C4, Sky, Amazon Freevee).

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This weekend, Rimmel-branded pedicab riders armed with Snap codes will be positioned around Tower Bridge encouraging people to scan and interact with the experience, alongside the chance to obtain a sample of the beauty product.

Katie Morrison, senior client partner for beauty at Snapchat, commented: “250 million people engage with AR every single day on Snapchat, while 92% of Gen Z say they are interested in using AR for shopping, so putting AR at the heart of Rimmel’s Snap strategy was key to delivering an impactful campaign.

“It has been a really exciting project to work on, especially as Rimmel’s approach has a strong emphasis on innovation. It leaned into the data and insights we provided on how Snapchatters are engaging with AR on the platform and, as a result, will reap the benefits of using our latest products and solutions.”

Bringing the experience offline, London buses will have lenticular lenses placed on them where people can look at before and after visuals of the mascara from the Coty-owned brand. There will also be digital ribbons and billboards around the city and special builds at both London Westfield shopping centers.

Susie Thompson, media and communications senior director at Coty UK&I, said: “This campaign showcases Rimmel tapping into Snap’s young audiences in the most fun and engaging way by harnessing the power of London landmarks – something perfectly on brand for Rimmel. We’re constantly thinking of new ways to push the creative boundaries for our brands and this partnership with Snap connects us with this key audience in such a cool way that we know Snap’s audience will be excited to get involved.”

The campaign will run until the end of August.

Emy Cragoe, account director at Tommy, added: “Working collaboratively with the Coty and Zenith teams allowed us to deliver the optimum beauty brand experience across the physical and digital platforms their audiences are most engaged with.

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“We identified Snap’s AR landmarker as the perfect tool to bring the ‘Thrill Seeker’ story to life in London, which was further amplified by creating impactful anamorphic OOH experiences at scale across many more iconic London locations. By bridging the physical with the digital world, we can consistently revitalise creative, so that Rimmel appears in new and refreshing ways across the campaign lifecycle.”

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Zenith UK handled the media planning and buying for this campaign.

Katie Morrison, business director at Zenith UK, noted: “It’s great to continue to build a strong partnership between Rimmel and Snapchat and reinforce Rimmel’s association with such an iconic London landmark for this campaign, bringing the product to life for consumers in new ways that they’ve not experienced before.”

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