Estée Lauder and JCDecaux Paint the Town Red

To promote their new range of lipsticks, Estée Lauder together with JCDecaux and OMD / Fuse recreated the excitement of playing casino slot machines right on the streets of Paris. Three bus shelters strategically located in the city’s trendy and fashionable areas were equipped with interactive screens and mini printers to give people the opportunity to win “Red Pure Color Envy” sculpting lipsticks. People could play the game by pressing a button at the bottom of the 42-inch screen. If three images of the “Pure Color Envy” red lipsticks appeared together, the panel dispensed a free lipstick to the lucky winner. If the three displayed images were of different colours, people still won vouchers which could be redeemed at participating retail locations – so everyone won!   This campaign enabled Estée Lauder to interact with a great number of people, with an impressive 1,500 lipsticks and 5,000 vouchers dispensed in just 6 days…much to the delight of passers-by!