Max Factor #LeapYearLift Consumer Sampling

written by Melina

Let’s be honest, we could all do with a lift, especially in the early mornings. So when PR agency Ketchum asked us to find the perfect brand ambassadors to launch Max Factor’s Voluptuous False Lash Effect Mascara to busy commuters at train stations in London and Birmingham, we knew we needed to find staff with the right mix of energy and poise.

The activity, launched on the 29th February, a leap year, was aimed at giving the UK an INSTANT #LEAPYEARLIFT. Free samples of the revolutionary new mascara, with a lash uplift brush were given out at train stations and an online twitter competition enabled people to win a free Voluptuous False Lash Effect Mascara.

The Hels’ Angels promotional team had to have the perfect look for the campaign but also had to expertly deliver the brand’s key messages to busy commuters on their morning rush into work.  The team sampled the mascara and gave out retail vouchers, whilst letting people know about giving themselves an instant Leap Year Lift with Max Factor Voluptuous False Lash Effect.

We worked with Ketchum to distill the key messages into bite sized statements that the team could relay to commuters as they handed out the samples of the mascara. Statements such as ‘Instant Lash Lift’, ‘Glamorous voluptuously-lifted lashes’ and ‘Lift, not Curl’ really got the product’s message across when there was only a few seconds to engage with people.

The revolutionary new mascara features the patented Lash Uplift Brush that instantly LIFTS, NOT CURLS lashes for a fuller, more voluptuous and glamorous lash look delivering 5x* more volume and is available to purchase from Superdrug and Boots stores.