L’ORÉAL PARIS TURNS CALLAO SQUARE INTO A BIG MOLECULE OF HYALURONIC ACID

Thanks to this action, visitors to the square were able to enter the hyaluronic acid universe and get a close-up look at the new L’Oréal Paris range. The experience emulated what happens inside a hyaluronic acid molecule and was recorded with a glam cam located inside one of the bubbles installed in the square, so that participants could then see themselves in the big time on the outdoor screens of the Callao Cinemas.

The action, designed by Pixel and Pixel and managed in the media by Zenith, took place on 4 and 5 February, with several half-hour exclusive broadcasts that combined the spot for the new product range with the videos recorded in situ minutes before. In just two days, more than 1.5 million advertising impacts were achieved on DOOH, with an audience of around 570,000 unique users.

The Elvive Hydra Hyaluronic range is composed of 72H Hydrating Replenishing Shampoo, 72H Hydrating Replenishing Conditioner, 72H Hydrating Mask and Hydrating Replenishing Serum with 2% Hyaluronic Care System.