Dentsu is behind an AR-enabled mural to launch Drunk Elephant’s new Bora Barrier Repair Cream.
Dentsu Creative and the iProspect team in Leeds worked together on the campaign, which features on Europe’s largest wall – an 83x70ft space in Shoreditch.
The agencies employed 2 influencers, with a combined following of 1.9m, to create social media content featuring the product against the backdrop of the mural, showcasing the AR functionality accessible through a giant QR code. This content is being shared across Drunk Elephant’s social channels.
‘With so many CGI campaigns over our social feeds we wanted to make something real that people could truly interact with and could form part of the brand’s discovery and shopping experience for consumers,” said Kyle Gallagher Client Partner at iProspect.
“Working across brands in Dentsu and alongside a new client keen to make an exciting impact has made this campaign a joy to work on and I can’t wait to see what we can do next”.
In addition, a retail media partnership between the brand and beauty retailer SpaceNK promotes the out-of-home execution. The mural and influencer content are supported on Space NK’s social media channels, with their logo prominently featured in the mural strategically positioned near a nearby store.
“We are incredibly excited to have brought to life our latest Drunk Elephant skincare launch via a new take on an OOH campaign that sees us take over the biggest wall in Europe and that fully aligns with the pioneering DNA of the brand,” added Géraldine Jacquinot, UKI Marketing Director at Drunk Elephant.
“Amplified with a full ecosystem of PR, Influence, retail media, social and press, this initiative is a global first for the brand to support our new Bora Barrier cream.”
The media strategy also includes display and VOD ads.
Drunk Elephant is part of the Shiseido UK brand portfolio who have been a client of Dentsu for over 8 years.
“The collaboration between Dentsu Creative, iProspect, Drunk Elephant, and Space NK represents a new era of integrated marketing for Dentsu,” said Balpreet Mangat Managing Partner Experiential at Dentsu Creative.
“By combining creativity, media, technology, and strategic partnerships, we’ve created a campaign that not only grabs attention but can also drive real results.”
