In this distinctive Coty Rimmel OOH promotional campaign, authentic vintage British double-decker buses crisscrossed North America outfitted with SPIA interactive fragrance kiosks.
Visitors entered the bus for a complete immersion in the Rimmel brand, including the very unique interactive fragrance experience. Users tried the three Rimmel fragrances by touching an on-screen sample button, releasing a dry air rendition of the perfume. In ten seconds the fragrance would be completely dissipated, keeping the interior neutral smelling and ready for the next guest.
While engaged, we leveraged user delight to encourage visitors to sign up for the brand’s mailing list on a subsequent screen.
The hardware was off-the-shelf for this project – something that I already pioneered at SPIA. So we followed good user-centered design principles, taking the KISS approach to both the UI and app interactions. The design was clean and intuitive, making the brand experience, not technology, the focus.
My role was to architect app functionality, refine the user journey, determine data management procedures, project manage the design/dev team, and take the lead role interfacing with the client.
It worked! Users were thrilled and the campaign was so successful that it was extended to run for over two years.