Very.co.uk captures ‘getting ready’ moment with makeover bus tour campaign

Online fashion and beauty retailer Very.co.uk has launched a £600,000 Very Beauty Bus tour campaign, which has been designed, planned and executed by Posterscope, PSLive, Vizeum and Liveposter. The tour visits Liverpool, Leeds and Birmingham during the first two weeks in September, offering mini-makeovers in a transparent, branded bus to help local residents capture and share their ‘getting ready’ moments. It combines both experiential marketing and digital out-of-home (DOOH) so consumers can share their post-makeover pictures to DOOH screens.
Consumers are invited on board the 8m long and 3m high transparent bus to receive free mini-makeovers. They will showcase the beauty offerings on the fashion site, which is owned by multi-brand digital retailer Shop Direct. Products being showcased include those from Babyliss, Illamasqua, Nails Inc, Max Factor, Murad, Real Techniques and Bourjois. The Very Beauty bus will also have an Instagram photo booth installed, where people can share photos of their makeover and print them out directly from the social network.
Using the hashtag #VeryBeautyTour and the Twitter handle @VeryNetwork, consumers will be encouraged to tweet and share their pictures for the opportunity to win a £1,000 Very beauty bundle. A selection of these will be published alongside professional post-makeover photos to digital screens. These will be delivered via DOOH specialist Liveposter, which will strategically place and time each screen’s display to maximise the campaign’s impact in each city. 10,000 goodie bags will also be handed out along the route, and people will be encouraged to try to win prizes via a bespoke Very iPad game, developed by PSLive.
Sophie Parfitt, senior marketing executive at Shop Direct said: “More than 69% of UK women want to look elegant when they go out, so we wanted to position Very.co.uk as a brand which at the heart of this “getting ready” moment. Preparation is key to feeling good and this activity, which takes place at key locations for the brand across the UK. The campaign that Posterscope, PSLive and Vizeum have put together gives us the opportunity to communicate with the consumer across a number of channels using a truly innovative experiential event.”
Kate McAllister, Account Director, Vizeum said: “We identified the ‘getting ready’ moment as a key time for Very.co.uk’s audience, when the beauty products that they use will be front-of-mind. Using this simple but pivotal insight, we’ve worked with Posterscope and PSLive to develop an experience that brings a number of elements, including social and display together with OOH. This activity firmly establishes the brand within this key moment and allows women to share and indulge in the excitement that comes before a night out.”