Charlotte Tilbury | Love Universe Roadshow
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Glasgow, Newcastle, Leeds, Manchester, Liverpool, Birmingham
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Creative Concept | Design | Creative Production | Event Management | Content Management
Brief.
Backlash was briefed to celebrate the launch of the new Pillow Talk, Beauty Soulmates collection and take the new Pillow Talk Love Effect campaign on a truly nationwide roadshow.
Solution.
The over-the-top glamorous experience was housed in a luxuriously fitted-out pink Airstream and was a fantastic mix of brand immersion and product interaction. In order for consumers to be involved with each facet of the campaign, the experience used a token mechanic collected from each station that could then be spent at the end to win prizes.
Guests collected their first token in the Boudoir, where they could sample the new Pillow talk range and experience Charlotte’s beauty secrets ‘Tilbury Tricks’ from an MUA, before moving onto the ‘Love Chapel’ where they could share a ‘Love Note’ using custom software that appears on nearby digital OOH.
This roadshow was the brand’s biggest to-date, visiting six locations across the UK: Glasgow, Leeds, Liverpool, Manchester, Newcastle and Birmingham.
Results.
12-day live activation delivering sustained high-impact engagement, with 14,000+ consumer interactions and prizes won throughout the campaign. The experience also generated 2,500 ‘Love Notes’ shared across DOOH, extending reach beyond the live environment and amplifying brand visibility at scale.
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