Essie (part of L’Oreal group) is a disruptive and fun leading nail polish brand. They were looking to make their next big marketing activation campaign stand out, and wanted to mobilise their brand with a promotional trailer. Essie wanted 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.
Experiential marketing campaign launch for nail polish brand Essie
Deliverables
- Deliver 100 manicures per day
- On-brand external graphics
- Can move to different locations
What we did
After discussing the brief with the intermediary marketing agency, we knew Essie needed a trailer that was versatile, in a retro style to capture passers-by’s attention.
We delivered a stylish hot pink Airstream-Style trailer with a vinyl wrap that showcased their core products. Their logo was placed 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 provided the ability to provide 100 manicures, as well as reaching over 10,000 people per day; the Essie marketing vehicle helped bring the brand to life on the streets.
”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!
IzzyMechanising Manager - Essie
