Boots launched a 3D activation at Pump Station, bringing their products to life in an imaginative way – a sensory experience promoting various luxury and high street brands, without compromising their ownership of the campaign. For two weeks, Westfield was the home of beauty.

the cHALLENGE

Boots sought to create a memorable campaign which truly stood out, achieving real brand recall whilst including very little copy – relying entirely on innovation. With the objective of promoting their wide range of hair, beauty, make-up and personal care products whilst also boosting the already great reputation that the store has in the UK, they combined their recognisable branding with some of the most creative elements of OOH.

the SOLUTION

In a multi-sensory special build, experiential elements and 3D effects were combined to take over Pump Station. Boots brought a striking 3D perfume bottle to life by using scent cannons, immersing the bustling Westfield audience in a sensory experience. The carefully chosen scents captivated passersby, sparking curiosity, evoking emotions, and creating a connection to the six featured brands. This innovative blend of sight and smell made the campaign one of the most shareable of the year.

OUTCOMES

• Kantar research claimed this is Boots’ “biggest ever beauty campaign”
• Included in the top 5% of all UK OOH campaigns in Kantar’s database for recognition by female audiences
• Included in the top 31% for all ads that made people “stop and look” and in the top 20% for “feeling different to others”
• Included in the top 4% of all UK OOH ads for effective branding and recognition

*Kantar from Marketing Week, December 2024