PROCESS

From there, it was our job to bring their vision to life in a fun and seamless way. We set about designing the physical experience and the user journey to create an end-to-end experiential campaign.

We developed and designed a stamp and stamping card system for participants to collect a unique lip stamp at each location. Adding a digital layer, we built a dedicated web app (designed and developed by One Agency) where participants scanned QR codes at each location, effectively checking them in as they went along. This allowed us to track progress and ensure a smooth experience.

To keep participants interested, we ensured they received a different Huda Beauty gift at every stop, regardless of the order in which they discovered the lip locations. We designed large sampling bins which sat alongside each checkpoint, so people could easily pick up their goodies.

The lips themselves were a big part of the spectacle. HUDA Beauty provided us with 3D models of the lips, which we then adapted for production. They were moulded, painted, and glossed into the striking ombré lips seen on the day; mirroring the results of the new product range. We installed two giant 3-metre lips and three 2-metre lips on custom plinths, placed at iconic London locations: Covent Garden, King’s Cross Station, London Bridge, Southbank, and Trafalgar Square. To keep the buzz going and cover more ground, we also designed and built five 1-metre lips that were attached to wrapped taxis. These taxis transported the HUDA team, influencers, and event hosts between locations and added another layer of visibility across the capital city.

On Sunday 15th June, the scavenger hunt took place and it was a roaring success!