The aim was to raise awareness of the benefits of the new L’Oréal Paris PRO XXL Lift mascara, especially among young people.

The action included an activation with influencers and an anonymous public in the Plaza del Callao (Madrid) combined with the broadcasting of several videos and a 3D advert on the screens of Cines Callao.

Influencers and anonymous people were made up and recorded, to show on screen the before and after application of the product, together with an image of the product in 3D.

The DOOH campaign, which combined on-screen activation and advertising frequency, achieved more than 630,000 impacts and more than 258,000 unique users on the screens of Cines Callao. And achieving with the campaign, the viralisation of the campaign on social networks and the connection with the local target.