This week we’re super excited for our first campaign launch with Eylure, the world’s favourite fake eyelashes brand since 1947.
Consumers who wear false eyelashes know the struggle of matching their fake lashes to the real ones seamlessly. Thankfully Eylure have created the Blend & Care: a magical brush that sorts out the annoying gap that can occur.
To accompany this new launch campaign, they wanted to try something new in order to get consumers’ attention and educate them about the product’s USP. Breaking through the noise? That’s where we come in!
Looking at their specific demographic, we decided alongside the brand to create a gamified experience. Enter Blend & Win. It challenges players to get characters ready for a night out by checking their lashes.
The game shows two faces, one with perfect Blend & Care lashes and one with the notorious lash-gap. Users need to quickly spot who needs fixing and tap them to sort the problem. If they correct enough lashes before the time runs out they enter an instant prize draw to win Blend & Care brushes along with a host of other prizes.
What works particularly well here is giving away samples of the Blend & Care product. It means they’ll get into the right person’s hands, as opposed to samples that land with a random consumer who may not be interested and whom the brand cannot communicate with.
Because of this, they don’t waste any samples on consumers who don’t use false lashes.
Blend ‘N’ Win will also allow users to share when they win to help create social buzz and get friends and family interested.
We’re really excited about the game, and can’t wait for people to play and win!