Banking on big impact: How we brought Neutrogena's Collagen Bank range to life.
The objective.
Neutrogena came to us with a clear ambition: to launch its new Collagen Bank range in Australia and build awareness of collagen’s anti-ageing benefits. The goal was to put the new range in front of commuters and shoppers through a bold, high-impact campaign that used playful visual metaphors, making it impossible to miss.
How we rose to the challenge.
The solution was a multi-touchpoint approach that connected Neutrogena with audiences in direct proximity to retailers where the product was sold.
The Cube®.
Inspired by the idea of collagen as something worth protecting and preserving, The Cube® became a larger-than-life Collagen Bank at Chatswood Interchange. Striking 3D anamorphic creatives turned two adjoining faces of the screen into a giant vault, bringing the range's visual metaphor to life in an umissable way.
Activation
To encourage product trial, brand ambassadors handed out exclusive discount vouchers, giving audiences an added incentive to experience the new range for themselves.
On-screen activity.
Neutrogena’s vibrant campaign was then amplified across our retail network.
“VMO were fantastic to work with building the vault vision from scratch and seamlessly pairing it with our Neutrogena brand assets for a flawless and impactful execution. The process was collaborative and all elements were carefully considered to ensure the objective of driving unmissable awareness of the new Neutrogena Collagen Bank range was delivered"
Rochelle Younis, Neutrogena Marketing Activation Manager.
