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 objective of the campaign was to generate awareness on the dangers of applying make up while driving: the cause of 1 out of 5 car accidents in México.

How could we reach our target in an innovative, powerful and direct way?

Instead of an ATL campaign, we took it to the streets and let the promotional sample speak for us: a modified Covergirl powder foundation that would open with the radio frequency emitted by the lock button of car keys.

1,000 sample units generated 1,000 impacts. 1,000 "Don't make up and drive" caring messages from Covergirl.

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 vloggers, as well as online tips from make-up specialists.

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 message 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.