When Rimmel London wanted to re-introduce its Lasting Finish 35HR Foundation to South Africa, it partnered with Machine_, a leading creative solutions agency that’s part of Publicis Groupe Africa.
With South Africa being so diverse, Rimmel accommodated their consumers by introducing more shades – but they had to get people to try them first, before they’d buy them. That’s where Machine_ came through with a solution that would move the people, in order to move the product. Combining insight with innovation (with the help of their media partner Polygon), the agency enabled Rimmel to uncover and share Beauty in Real Time. How? By creating an experience where people who tried the Rimmel Lasting Finish 35HR Foundation got to be the face of the brand, on billboards in and around the activation area, their city and in other South African cities too. All within 30 minutes of trying the product.
- Title: Beauty In Real Time
- Category: Outdoor/Experiential
- Brand: Rimmel
- Product: Rimmel Lasting Finish 35HR Foundation
- Advertising Agency: Machine_, South Africa
- Managing Director: Robyn Campbell
- Business Unit Director: Lauren Brabant
- Account Director: Muneeb Davids
- Project Managers: Asithandile Maqashu, Neesha Hassan
- CCO: Pete Little (Publicis Groupe Africa)
- Group ECD: Jabulani Sigege
- Creative Director: Roderick Laka
- Art Directors: Roderick Laka, Simone Moema
- Senior Copywriter: Mahlatse Moetlo
- Strategy Lead: Tafadzwa Muzuwa-Penny
- Staging Company: Publicis Commerce
- Event Manager: Londiwe Mosito
- Event Director: Ami Kotze
- Photography Production: Incommon
- Producer: Tidimalo Motlhamme
- Photographer: Kopano Perkins
- Editor: Retang Sebeka
- Videography: Kaimara Studio
- Editing: TinToy Films
- Designer: Prince Bvuma
- Brand Manager: Gabi Sinclair
- Trade Marking Manager: Kelly Smith
- Social Media & Influencer Manager: Bongeka Mbana