Introduce L’Oréal Go 360º Clean as a whole new way to wash your face to college students.
We created a mobile marketing platform to disrupt student behavior and make students take notice and engage. The L’Oréal Go 360º Clean Airstream was part mobile salon and part brand activity space, boldly standing out on campus and drawing in students in droves. We augmented our core footprint with two washing station-equipped, electric GEM cars that dramatically increased our impact and engagements. The program was further supported by treating students to yoga sessions, study breaks and personalized wake-up calls from spokesperson, Frieda Pinto. Coupled with aggressive social media promotion, non-traditional media support including dorm bathroom mirror clings and dorm room door hangers, Go 360º Clean made a major splash on 15 college campuses nationwide.