Pinpointing receptive moments 02/25

Winner of a Cannes Media Lion.

CHALLENGE 

• The Outlast lipstick brand was loosing market share in the cluttered Canadian lipstick market.

• Outlast needed a sharper profile: we wanted to increase top of mind awareness by setting Outlast apart from the crowd.

THE MEDIACOM DIFFERENCE

• Our insight: Women are constantly asking themselves if their lipstick is still on. Outlast lasts up to 16 hours – no more worries !

• We reached women in the “moment of vanity” – when checking their lipstick in washrooms in restaurants and bars, or when preparing for a night out.

• Our idea: mirrored, motion-sensitive posters in women’s washrooms in restaurants and bars. A motion-activated sound chip built into the poster asked women the fateful question “Is Your Lipstick Still On?”.

RESULTS

• Market share of Outlast lipstick grew by 25%.

• Market share of the entire Cover Girl line grew by 10% vs. competitors, and by 20% vs. our top competitor.

• Won a Cannes Media Lion 2005.