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Publicis · L'Oréal · Argentina
L’Oréal took “Le Défilé” to Buenos Aires with pDOOH and Taggify
The activation was carried out synchronously across 14 screens, including billboards, subway displays, and kiosks. This action created a unique visual impact in public spaces and captured the attention of everyone passing through the area.
Partners
The exclusive campaign by the beauty brand was activated in the Obelisco area, the most iconic spot in Buenos Aires, showcasing its fashion show through Digital out-of-home advertising.
THE CHALLENGE
L'Oréal Paris aimed to give visibility to its fashion and beauty event “Le Défilé” in Buenos Aires as part of its official participation in Paris Fashion Week. To plan this out-of-home initiative, the brand collaborated with Publicis Groupe and leveraged the capabilities of Taggify’s full-stack platform.
THE SOLUTION
- Point of Interest Targeting: Thanks to Taggify’s Point of Interest (POI) targeting feature, the brand focused its strategy on screens located near the Obelisco. This allowed L'Oréal to connect with its audience and maximize visibility in a high-traffic area.
- Dynamic Video Creatives: The campaign took advantage of Taggify’s ability to use motion content across DOOH screens, alternating between videos and static images. The video format turned the fashion show into an immersive experience for passersby. In addition, the creatives included a QR code inviting people to join and experience Le Défilé live from Paris with L'Oréal.
- Real-Time Synchronization: L'Oréal dominated the visual space, focusing its strategy on simultaneous activations and full visual takeover in a key area with no competitors. The campaign captured public attention and created an engaging advertising narrative featuring brand ambassadors and celebrities.
- Day Parting: The brand planned its campaign by selecting a continuous one-hour time slot, from 6 PM to 7 PM, during the most relevant moment of the day. This strategy allowed L'Oréal to deliver its message during peak traffic hours, optimizing its media investment.
Experience L'Oréal's immersive campaign with Taggify in this video:
L'Oréal achieved a powerful campaign in a strategic location that offered visibility, impact, and high relevance. This action combined DOOH technology with precise planning, celebrating female empowerment, sisterhood, and inclusion through fashion and beauty with its annual runway show during Paris Fashion Week.
