emerging markets + north asia 11.11 campaign for maybelline new york
Welcome To The Chromaverse.
This 11.11, get ready to drop into Maybelline’s Chromaverse and experience a version of NYC you’ve never seen before—right in the palm of your hand.
Developed both Lazada and TMall takeovers, including a first-ever in-app AR game.
FILM: DREW KIRSCH
STILLS: VIVEK VADOLIYA
FRESH TINT SOCIAL SHORT
SKY HIGH SOCIAL SHORT
MATTE + VINYL INK SOCIAL SHORT
Developed by Threedium, our chromafied AR map of NYC became available to consumers on 11.11 via Maybelline’s various shop-in-shops across Asia. Choose a neighborhood, and you’re transported to an inconic, chromafied version of it—right on your phone.
Explore the RTB-inspired game within each neighborhood, score points, and cash in for real-world prizes.
The Stats
Skyrocketed Maybelline to #1 mass makeup brand in Southeast Asia on Shopee and Lazada
Maybelline wins Best in Beauty Award in Philippines
Only mass brand to rank in top 5 overall leading Laneige, 3CE, Shu Uemura and NARS