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Welcome friends! Lovely to have you here. So where exactly is "here"? And what on earth is a ThinkerBelle? "Here" is a blog space on all things that interest this little strategist, namely design, social media and technology. I like to think that "ThinkerBelle" (my strategist persona) lives at the intersection of these three domains. I hope you enjoy this space, please comment and don't be a stranger. I appreciate you being here. Follow me in the tweetverse if you like @thaz7. Stay groovy.
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Launching mascara with electronic paper…and beyond
How many creative briefs have we written that somehow encompass the idea of “capturing movement in a still life image” (or is it just me?)…well Lancome has an answer for us.
Lancôme, together with McCann Erickson Japan and media agency Dentsu, designed a transit campaign in Tokyo using suspended electronic paper projecting an image of a moving brush to mark the launch of their new electronic vibrating mascara product, Oscillation. According to Brand Republic:
“The ‘train jack’ (whereby an entire train carries advertising exclusively for one brand), which has been installed on Tokyo Metro trains running on the busy Ginza and Marunouchi lines, includes a hanging electronic poster that presents a moving image of the oscillating brush. The fixture reportedly marks the first time for electronic paper to be used to create a suspended transit poster. Trains on both lines, which run through the city’s major business and shopping districts, will carry the work until the end of the month.”
The OOH drive is supported by print elements in major lifestyle publications showing an image of the product under a lenticular lens to create the impression of movement.
So THAT’S how to create motion on a 2-D surface. Gotcha.
Let’s keep going with our friends at Lancome. Not only are they using cutting edge technology in OOH, but are also heavily into Web 2.0/3.0. They have created an online portal (in France) www.lancome-webstation.com
Seeding through a list of top 20 selected bloggers, and incorporating video footage into a series of online tutorials where consumers can learn more about their skin and how to care for it, Lancôme is engaging consumers and passing on knowledge and understanding on a scientific level.
And all this from a cosmetics company. Impressive!
Image: http://www.brandrepublic.asia/Media/newsarticle/2009_02/Lancome-launches-mascara-via-electronic-paper/34461
I hope I am not asked to cost out a “train jack” on a media plan in the near future. Sounds scary