Maybelline Taiwan leverages 3DOOH to promote new product

Maybelline Taiwan has collaborated with iProspect and dentsu to launch an animated 3D digital out-of-home (3DOOH) social campaign, promoting its new "Sky High Mascara".

Running until the end of Chinese New Year, the campaign has utilised animated 3DOOH anamorphic illusion to showcase a surreal demonstration of Maybelline's new "Sky High Mascara" in Xinyi District, Taipei. The innovation of 3DOOH involves incorporating technology to render digital images in three dimensions without requiring filters or glasses.

By delivering a surreal experience with the Sky High Mascara, the campaign aims to reach the young generation massively and engage its audience, inspiring them with the brand's creativity in a cost-effective manner compared to traditional 3D billboards.

Ego Lau, managing director of iProspect Taiwan, told MARKETING-INTERACTIVE that this surreal 3D OOH ad had the potential to inspire other marketers and advertisers to explore unconventional methods and embrace creativity over budget constraints. 

"Ultimately, our campaign serves as a reminder to the industry that creativity knows no bounds. By transcending the limitations of technology and budget, we can still capture the attention of our audience, make a lasting impression, and pave the way for more imaginative approaches in the future of advertising," he added.

Sandra Yao, general manager of L'Oreal Taiwan consumer products division said that this idea signified Maybelline's commitment to innovation in connecting with consumers. She emphasises the brand's desire to push boundaries, break new ground, and resonate with consumers who are imaginative, creative, and virtually engaged every day.

MARKETING-INTERACTIVE has reached out to Maybelline for more information. 

Don't miss: Introducing Maybelline New York's first-ever avatar May

Back in April last year, Maybelline New York collaborated with Kinetic, DOOH.com and EssenceMediacomX to launch a nationwide 3DOOH campaign in the U.K. to promote its “Falsies Mascara” line. 

To engage with Gen Z and younger millennial demographics, the advertising campaign, available in 10 and 20-second variations, showcased May, a digital character developed by Maybelline. May's 3D representation, which emerged from the digital screen, created a visual effect that transcended the screen's boundaries. 

The campaign was displayed across more than 280 locations, encompassing both small and large format screens. It spanned various environments such as high streets, shopping malls, rail stations, and included spectacular displays.

Related articles:

Maybelline NY and Lazada join hands to launch new gaming experience this Singles' Day
Maybelline NY goes big in VR with K-pop band to celebrate Double 11
Why Maybelline Malaysia is venturing into TikTok Shop
Maybelline and MRM Thailand #SpreadGoodVibes with AR campaign