MAYBELLINE'S VIRAL LONDON TRANSPORT STUNT TAKES THE INTERNET BY STORM
Maybelline's groundbreaking London transport campaign captivates online audiences with oversized lashes, sweeping social media with viral clips and hyper-realistic animation.
Maybelline, a New York-based beauty brand, has successfully captured attention on social media with its marketing campaign featuring London's public transport. Two viral videos, showcasing a Tube carriage and a red double-decker bus with giant lashes, have been widely shared online.
Despite Maybelline's collaborations with beauty influencers, it was the anthropomorphized train that stole the show. However, it's important to note that Londoners won't find actual giant eyelashes on public transport.
In one of the popular videos, a Tube train enters a station while oversized lashes are brushed back by a mascara brush, promoting Maybelline's Lash Sensational Sky High product. Similarly, a signature London bus receives a similar treatment above ground, with a Sky High brush attached to the side of a building. The campaign has been praised as innovative and genius on social media, with an Instagram post accumulating over one million likes.
Maybelline's marketing team has recently employed hyper-realistic animation to bring these stunts to life. It's worth mentioning that the eyelashes featured in the videos are not real, although many viewers didn't notice the animation. The company has also showcased futuristic buses cruising through New York, teasing its upcoming projects.
By connecting with the physical world, Maybelline establishes a local connection and taps into the growing popularity of out-of-home advertising. In a time of limited budgets and cautious consumers, this form of advertising is experiencing strong growth, as demonstrated by an 11.9 percent year-on-year increase in outdoor advertising net revenue reported by the Outdoor Media Association, which represents nearly the entire Australian industry.
Check out the video here.
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