L’Oréal and Beauty Co-Lab have taken the launch of Elvital Collagen Lifter one step further with a creative out-of-home campaign that invites the public to test the new hairspray right in the city.

At Olaf Ryes plass, a fully wrapped bus shelter immerses passersby in the campaign universe, while three ad shelters in the city centre have been transformed into interactive testing stations. Here, people are met with a lit mirror and product samples – along with a simple call to action: try the hairspray yourself.

And many have done exactly that. The campaign has received strong engagement from people in the urban space.

Inviting the public to try the product

By turning traditional ad surfaces into a physical brand experience, the campaign invites people to actively participate. The combination of large-scale visibility and interactive elements ensures strong presence in the cityscape, while also creating a more personal connection with the brand.

The response has been highly positive, with many stopping to test the product and see the results instantly in the mirror.

– By transforming traditional ad shelters into functional mirrors, we invite people to stop and try the hairspray for themselves. Together with Bauer Media Outdoor, we’ve created an urban ‘beauty stop’ that’s impossible to pass without noticing, says Linn Wisdal Frestad, Head of Project Management at Omnicom.

When out-of-home becomes a brand experience

The campaign highlights how creative executions in out-of-home can drive both attention and engagement in a busy everyday environment. By combining high-impact formats with interactive elements, the medium is used to meet people where they already are – out and about.

– When advertising surfaces invite action, people stop. That creates a completely different experience compared to traditional exposure, and demonstrates the potential of creative out-of-home executions,” says Isabel Davis Brodtkorb, Senior Manager Create & Engage at Bauer Media Outdoor.

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