CHANEL presents its new lipstick line, ROUGE COCO BLOOM, with a striking Out of Home campaign by Gewista. The new lipstick "shines" on digital City Lights at the Karlsplatz subway station, on a ULF branding and, as a highlight of the campaign, on bus shelter branding in Total Look directly at the high-reach location, on Vienna's Ringstraße, near the opera.
ROUGE COCO BLOOM is CHANEL's first moisturizing and plumping lipstick that combines shine and color intensity with long-lasting hold in a novel, patented formula. ROUGE COCO BLOOM is available in 20 luminous colors for radiantly beautiful and spectacularly full-looking lips. All of this is impressively staged via an Out of Home campaign through Gewista and presented widely to a broad public. In the Out of Home media mix, CHANEL, in cooperation with the media agency Wavemaker, relies on digital City Lights, Transport Media, and on a creative campaign highlight, a waiting hall branding display directly on the Ringstraße near the Vienna Opera. The CHANEL bus stop shelter at this high-reach location in the heart of Vienna's city center is a very special eye-catcher. On the glass surfaces of the waiting area, there are foil brandings showing the new lipstick collection. Lily Rose Depp, the testimonial face of the campaign, can also be seen on the City Lights of the waiting area. The highlight of the staging is a specially installed Digital City Light on which a ROUGE COCO BLOOM video spot is shown.
"The colorful, summery campaign by ROUGE COCO BLOOM exudes the attitude towards life that we have all been longing for. True to the motto, ‘Your smile lights up, this campaign by CHANEL embodies qualities such as joie de vivre, freedom, lightness and vitality. Without a doubt, this staging is best achieved through an Out of Home media presence in which the dramatic play of colors is skillfully staged. This vibrant presentation not only captures the attention of potential buyers, it also exudes the luxurious myth of this iconic brand in the heart of Vienna. This is a project which does justice to ROUGE COCO BLOOM in all of its many facets," said a statement from CHANEL.
"We are delighted," said Gewista CSO Andrea Groh, "to have won the top, premium CHANEL brand for an Out of Home campaign. The selected Out of Home media mix consists of carefully selected staging concepts, from digital City Lights to ULF branding and Total Look bus shelter branding on Vienna's famed Ringstraße. This is a perfect messaging combination which not only guarantees a wide reach and high attention for CHANEL, but also addresses the potential target-buyer group in the environment of a high Point-of-Sale population density.“