The target was absolutely specific. We handed the giveaway sample exclusively to women who were applying make up in their cars, while waiting at the traffic light.

It was implemented in Mexico City's most crowded streets, on March 8: International Women's Day.

The creative execution was relevant both for the target and for the brand: the product got to be at the center of the activation, delivering a direct message in the name of the whole brand; and it gave our target a relevant message at a particular and appropriate situation.

Covergirl wanted to generate awareness about a misuse of its product: applying make up while driving. Being the cause of 1 out of 5 car accidents in México, we let the product do the talking.

"Covergirl's Safety Make Up" is the first giveaway sample that opens once you lock your car.

The samples were modified with a simple and economic device: an electronic system locking the sample would unlock it through the radio frequency emitted by car keys, so once the car is closed, the sample would open, uncovering our caring message: Don't make up and drive. Protect your beauty, Covergirls!

We took it to the streets and handed 1,000 free samples to women who were applying make up in their cars.

Using the giveaway as our own media, we invited our Covergirls to lock their cars and unlock their beauty.

COVERGIRL. Easy, breezy, beautiful & safe.

The creative execution was relevant because it positioned the product (via a modified sample version) as the very media of the activation, allowing it to deliver a caring message to its target, speaking for the whole brand.

It was implemented in Mexico City's most crowded streets, on March 8: International Women's Day.

1,000 units were handed and a video of the activation was launched in Covergirl's Social Media Channels, accompanied by the hashtag #SafetyMakeUp.

The result of the activation exceeded expectations: what started with a giveaway ended with a social media movement.

1,000 units, costing 50 U$S each, generated 1,000 direct impacts, which later translated as an awareness massage via Covergirl's Social Media Channels, accompanied by the hashtag #SafetyMakeUp.

A Safety Make-up video of the activation did really well. Its first week in numbers:

511,206 views on Youtube

237,555 views on Facebook

2,949,120 people reached

17,100 likes

1,329 shares

#SafetyMakeUp became a trending topic, sparking conversation, receiving free media coverage and unpaid content from beauty bloggers, as well as online tips from make-up specialists.

Thousands of women apply make up while driving, due to Mexico's crowded traffic. On rush hour, this is extremely common, as well as extremely dangerous: it causes 1 out of 5 car accidents in México.

We needed to generate awareness of this danger, reaching our target in an innovative, powerful and direct way?

Instead of an ATL campaign, we aim to propose a change of behaviour by reaching our target catching it in the act: applying make up in their cars.