One of many UK’s latest and main hair instrument manufacturers Bellissima shall be elevating the bar in its advertising and marketing technique, taking the launch of the brand new Prodigy Air Styler instrument to new heights in a big DOOH activation at Waterloo station, reaching over 1 million people over a two-week interval. Going stay on 18th November 2024, Bellissima’s new Prodigy launch shall be dominating 15 screens round Waterloo station, which is a well-liked space with each vacationers and most commuters from the South, making it a extremely essential entry and exit level to and from London. The Waterloo DOOH domination will function cutting-edge 3D expertise on some pictures of the Prodigy, along with lit billboards within the night time.
The roadside gallery at Waterloo brings collectively 15 roadside billboards of assorted sizes to create a ‘’can’t miss second” surrounding Waterloo station. This a part of London was of explicit curiosity to Bellissima due to its huge publicity to leisure, tradition and historic websites, with the River Thames, London Eye, Homes of Parliament, SEA LIFE London Aquarium, the Southbank Centre, The London Dungeon, Outdated Vic and Younger Vic theatre positioned in speedy proximity.
Bellissima’s Prodigy marketing campaign launched in September 2024 and has featured on a nationwide bus marketing campaign and a nationwide OOH marketing campaign – together with LU to call simply among the media codecs. The Waterloo domination would be the pinnacle of the marketing campaign and shall be dropped at life with the golden prodigy waves coming by way of Waterloo and bringing the domination to life. This DOOH marketing campaign permits for the story of The Prodigy to be informed with an emphasis on repetition (so model stays entrance of thoughts). LED lit-up billboards will assist in illuminating the model in the course of the winter months.
To have a good time the launch of The Prodigy, Bellissima have teamed up with Emporia to generate a marketing campaign which spans throughout a number of channels together with TV, DOOH and transport, together with many London buses. The marketing campaign is ready to succeed in its peak with the execution of the Waterloo domination takeover in London, working till 9th December 2024.
Talking on the inventive design behind the marketing campaign, Rachael Parry-Jones, MD at Emporia says: “The domination is made up of a number of billboards, a couple of of which shall be particular builds and embody options comparable to led gentle ups. The domination permits Bellissima to showcase the Prodigy and all its instruments and superb capabilities. That is additionally probably the most hanging and impactful dominations in London. Once we had been briefed by Bellissima for his or her 2024 marketing campaign, the principle goal was to introduce this progressive new air styler as a market-leading answer to customers searching for salon-quality styling at dwelling. We thought how higher to attain this by utilizing the Waterloo Domination.”
Assunta Trano, advertising and marketing director at Bellissima, provides: “At Bellissima, we’re proud to launch to The Prodigy to the hair instrument market. The Prodigy is a brand new, revolutionary air styler which not solely kinds your hair however protects it too. Bellissima’s domination of Waterloo station is a really thrilling step in Bellissima’s journey since launching within the UK. The launch of The Prodigy is a large focus for us due to its revolutionary expertise at an reasonably priced value level. We are able to’t wait to see the outcomes of this thrilling marketing campaign.”
Talking of The Prodigy marketing campaign, Mary Killingworth, managing director at Brandnation, says: “The Prodigy marketing campaign by Bellissima is a large step in establishing the model’s authority within the UK shopper market. Brandnation is moreover supporting the marketing campaign by way of activating content material throughout paid social, natural social, influencer advertising and marketing and earned media.”
Bellissima’s Prodigy marketing campaign has additionally reached hundreds of thousands of individuals by way of London bus advertisements all through the town, in addition to boasting an built-in marketing campaign throughout social media, PR and influencer advertising and marketing. The DOOH marketing campaign follows a yr of speedy progress for Bellissima, whom after launching within the UK over two years in the past, now retails throughout Johnlewis.com, Boots.com, Argos.co.uk, Superdrug.co.uk and Amazon.co.uk.
