Client Benefit Cosmetics
Brief Create a 'big impact' stunt activation to run during festival season in the UK as part of our 'United Kingdom of Benefit' campaign for 2017. It was also essential that the activity focused on brows and the new Benefit Cosmetics Brow Collection to ensure that the brand becomes synonymous with brow make up.
Delivery GlastonBrow is the UK's first Beauty Drive-Thru. Situated on the main road to Glastonbury, a glistening pink beacon, that kept festival fanatics entertained with DJ’s whilst waiting in the infamous traffic jams outside of the festival for two days from the 20th June.
Passers-by were able to pull up to the window to receive the ultimate GlastonBrow drive-thru experience – they chose from a menu of brow-inspired gift options and then on to the collection window where a Benebabe handed over the free goodies. In addition, Benefit also gave away all of the necessary festival essentials for a weekend of glitter, flower crowns and music.
Following the GlastonBrow pit-stop – and once entering the Glasto grounds – music lovers who snapped a pic of themselves with their festival gift from the drive-thru using the #BenefitBrows were in the chance of winning a year’s supply of Benefit’s cult brow products.
The Persuaders conceived and designed the drive-thru concept, sourced the ex-gas station location and produced the activity in full.
Results over 1600 visitors, 700 cars and 1 coach!