When a disruptive cosmetics company came to us wanting to attract attention and generate footfall, the team at Mobile Retail knew we had a fun project on our hands. Essie is a nail polish brand that demands attention and loves to play with colour, and is part of the powerhouse L’Oreal group.
They approached us with a brief to help them make their next big marketing activation campaign stand out in busy shopping areas, with the ability to travel around some of the most popular cities in the UK and get face-to-face with their customers, give out manicures and hand out sweet treats in a fun and creative way. A promotional trailer was the perfect solution to enable them to mobilise their brand and be seen by a nationwide audience.
Hot pink, cool style, big impact
After discussing the brief with their intermediary marketing agency, we knew Essie and their customers would love our versatile, retro Airstream-style trailer, which never fails to catch the attention of passers-by. Their brand colours demanded a bright pink treatment and that’s what this trailer got; an eye-popping vinyl wrap with their logo on the roof of the trailer to increase brand awareness in the city centres.
The focal point of the Essie trailer was the nail bar, where we added stools for customers, with space for three manicurists inside the trailer. The promotional trailer gave them the ability to provide 100 manicures, as well as reaching over 10,000 people per day, bringing the brand to life out on the streets.
Fantastic client feedback
We caught up with Essie’s promotional team at Spinningfields in Manchester where they were giving the trailer its second outing, after a busy launch weekend in Brighton. The area was buzzing all day, with customers taking advantage of the free manicures, spin the wheel prize game and photo opportunities. Watch the video below!
Essie’s Mechanising Manager Izzy said: “We’ve got three manicurists today in the trailer giving out hundreds of manicures and spreading a lot of Essie love. Ultimately we want people to walk away having had a good experience, whether that’s a manicure if they’ve got the time or some free products.
“Mobile Retail have completely smashed the brief. We wouldn’t be attracting so many people if we didn’t have this amazing trailer with us today. It’s got all our branding on it, it’s hot pink and it’s exactly what we wanted so thank you Mobile Retail!”
The Mobile Retail verdict
Our Director Rus Field said the Airstream-style trailer was the natural choice of vehicle for conversion once the Mobile Retail team and Essie had discussed the brief. They needed room for their team to sit and provide things like manicures to people who are on the other side of the hatch.
Rus said: “It’s very striking and turns a lot of heads. Everybody points at it when they see it. The weekend it was launched was the same as the BarbIe movie and people ended up calling it the Barbie trailer‘
“We’ve had some really good feedback. It’s not just about hitting the brief and meeting the client’s expectation in terms of how happy they are when we hand the completed conversion over to them.
“The most important thing is how it works for them out in the field and it’s been great to hear how well this has gone for Essie, attracting large amounts of footfall and making the kind of impact they wanted for their brand.”
To find out more about the Airstream-style trailer, hit the button below or watch the video above.
