Wavemaker and L’Oreal have gone all out for the beauty brand’s latest multi-platform campaign, using bold media and witty messaging to capture youth attention and reinforce Maybelline Sky High Mascara as the #1 mascara brand in ANZ since 2021.
Together, they reached an estimated 40,000 beachgoers and generated social media buzz with a cheeky plane banner that proclaimed ‘Length Does Matter’, which soared from Cronulla to Manly coastline over the summer.
Wavemaker leveraged deep consumer psychographics knowledge, location targeting, and travel patterns to secure iconic OOH sites across Australia and New Zealand, including Melbourne’s 1 Swanston Street, Bourke St Mall and the Apollo site in Auckland, both home to strikingly long billboards that amplify the brand’s cheeky messaging ‘Length Matters’.
The media agency also teamed up with oOh!Media and JCDecaux, to secure high-impact OOH placements in key airport locations across Australia and New Zealand, presenting the witty tagline ‘Join Sky High Club’, ensuring maximum visibility for jet-setters. These creatives harness star power by featuring A-list celebrities the Queen of Drag, RuPaul, and Shay Mitchell – Maybelline’s newest ambassadors.
This cosmic-themed campaign integrates traditional and non-traditional advertising elevating the brand’s brand presence with young consumers and cementing Maybelline as a trendsetter.
“Our strategy was to match the boldness of Sky High Mascara with equally bold and unconventional media placements,” said Alexandra Walker, campaign director.
“By combining attention-grabbing visuals with strategic placement in high-traffic areas, we ensured Maybelline’s message resonated with the target audience in a positive and provocative way. This campaign epitomises Wavemaker’s ability to think big, act boldly, and execute flawlessly to make waves for our clients.”
Melanie Bower, marketing director at Maybelline New York, said: “As the #1 Mascara brand in Australia and New Zealand, we are committed to pushing the boundaries to connect with our consumers in fun and unexpected ways. We wanted to bring a unique local angle to a global campaign, and taking the Maybelline Sky High space mission off screens and into the real world – to Bondi Beach and beyond – which a playful tone of voice allowed us to do.”
Chris Freel, group sales director at oOh!media, said: “We are thrilled to partner with Wavemaker on this innovative campaign for Maybelline. By leveraging our premium airport assets we are connecting Sky High Mascara with a highly engaged and style-conscious audience, in a contextually relevant environment, to amplify the campaign’s reach and impact among trendsetting travelers.”
This campaign was supported by an out-of-this-world pop up experience, a mascara-shaped rocket ship ‘crash landed’ on Sydney’s most famous Bondi beach, Maybelline’s largest activation to date.
Created in collaboration with Bastion, the in-person activation encouraged consumers to enter ‘a star field galaxy’, an immersive room covered in lights and mirrors that reveal free Sky High Mascara samples – inspired by the legendary Yayoi Kusama infinity rooms.
The campaign will run until February 15 aligning with the peak summer season to maximise visibility and engagement. Look up, Australia – you might just see length that matters.
Maybelline New York Credits:
Scott da Silva – Brand Manager
Adele Courgenay – Brand Business Lead
Melaine Bower – Marketing Director
Wavemaker Credits:
Alexandra Walker – Campaign Director
Steph Mastio – Business Director
Zoe Edwards – Strategy Director
Media Partners:
XOMedia
JCDecaux
QMS
oOh!Media
Agency 2045