Campaign: Rimmel: Oh My Gloss Slip Stick
Location: Westfield London
Media planned by: Westfield Rise, Publicis Media UK and Zenith UK
Format: Escalator Slide
Visitors at Westfield London recently got the chance to quite literally “Let It Slip” as Rimmel London brought its new Oh My Gloss! Slip Stick launch campaign to life through a larger than life interactive installation.
Created to celebrate the launch of the new lip essential, fronted by Maya Jama, the Slip Stick Slide transformed a routine shopping trip into an unexpected beauty experience, inviting visitors to embrace the playful spirit of Rimmel’s latest campaign in an interactive way.
The activation quickly became one of Westfield’s most talked-about attractions, with shoppers queuing to take part and sharing their experiences across TikTok and social media. Over the course of the week-long installation, more than 8,000 shoppers took on the slide.
Alongside the experience, shoppers spending £9 or more on Rimmel products at Boots Westfield White City were entered into a prize draw for the chance to win £500 worth of beauty products, helping drive further engagement with the launch.
Delivered in partnership with Publicis Media UK, Zenith UK, Limited Space and Westfield Rise, the activation brought Rimmel’s playful “Let It Slip” campaign into the real world, giving shoppers the opportunity to engage with the launch in a fun, unexpected and highly shareable way.
Carly Barrett, Account Director at Limited Space, commented: ”For a campaign like this, the shopping centre environment offers a real advantage. You're reaching people at a time when they're in a relaxed and positive mindset. There's also the dwell time to allow an idea to really land, whether that's stopping to interact, sharing the experience with friends or capturing it on social media. Crucially, you're also reaching consumers in an environment where they're already close to the point of purchase, which gave Rimmel the opportunity to turn that engagement into consideration and, ultimately, action.”
“For a campaign like this, the shopping centre environment offers a real advantage. You’re reaching people at a time when they’re in a relaxed and positive mindset. There’s also the dwell time to allow an idea to really land, whether that’s stopping to interact, sharing the experience with friends or capturing it on social media. ”
Rather than simply showcasing a new product, Rimmel invited shoppers to become part of the campaign itself, turning a simple journey through the shopping centre into a moment that captured attention, sparked conversation and brought the launch to life.
The activation ran at Westfield White City from 2 to 8 November, welcoming more than 8,000 riders across its seven-day run.
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