We’ve created an extraordinary live brand experience for 10,000 people (!). MNY City, where products were the main heroes, and the MNY Music Stories Festival, with the hottest Polish music stars.
We wanted to create a wow effect. To create an event that would reflect the lifestyle, and urban soul of the Maybelline New York brand, matched with Warsaw reality and the needs of Polish consumers, representatives of Generation Z.
The biggest edition of Maybelline NY Music Stories was meant to be memorable for the audience, create a buzz on social media, also – most importantly, position the brand as number 1 in the minds of consumers, close to their world, listening to their needs, and offering something extra.
We wanted to create an event whose next editions will be eagerly awaited by attendees, with fomo effect, which will be talked about before and after – publishing footage from both the concerts and insta-friendly product zones. To combine the world of beauty with music, being #1 in the lifestyle world.
The young audience in the summer lives from festival to festival, creating unforgettable memories & emotions. We put Maybelline NY to be there with them, to co-create those moments, and even to make dreams come true for those without the financial or logistical means to see their favorite artists before. We’ve created a festival near the center of Warsaw, with a low entry threshold. In cooperation with Rossmann, a drugstore chain known & loved by Gen- Z, the distributor of Maybelline NY. We’ve developed a system, to give away a limited ticket ticket pole. First, book a ticket, 2nd buy 2 brand products. 3rd, deliver proof of purchase within 48 hours & pick up the ticket. Guests could dive into interactive zones with MUA artists recreating viral TikTok makeup trends (a.o sunburn makeup& more!). They could also get hands-on with MNY free product samples, personalize their makeup bags & capture share-worthy moments in a 360-degree photo, or special instaspots.
