The overall concept of the activation was to simulate a real drive into New York city, placing in the light the moment before going out, when you make yourself beautiful and run your beauty ritual.
We set up a videowall that made a video display with the streets of New York. We located , in front of videowall, a bogus taxi like a real one from New York(yellow cab). People ”were taking” the taxi to begin his journey, in New York style, toward a memorable evening. Nearby was installed a Touch Digital Totem which display in real time the experience of the participants, recording at the same time the moment : Make-up in town for each of those who went to the steering wheel of the car which operate on the basis of the impulse ”Make it happen” – brand’s slogan. Simple number phone input makes people to receive, via SMS, a link with achieved video and facebook share button.Was automatically generated a link customized for each participant and we had available the option to scan the QR Code to go directly to the link.