DOOH.com Delivers World’s Largest 3D OOH Campaign for Maybelline New York with May the Digital Avatar

Kinetic, DOOH.com and EssenceMediacomX have launched a major national 3D Out of Home campaign for Maybelline New York Surreal Falsies Mascara. 

Running on over 280 sites across small and large format screens, the campaign is the largest 3D Out of Home campaign ever run in any market in terms of scale. 

3D content will run in multiple environments including high streets, shopping malls, rail stations alongside spectaculars such as the Panoramic Banner at Manchester Arndale Shopping Centre. 

Targeting a gen z and younger millennial audience, the campaign which runs in 10 and 20 second versions, features May, a digital avatar invented by Maybelline and whose 3D form was built by DOOH.com, emerging in three dimensions from the digital screen. Each screen has been carefully chosen based on its prime viewing angle to enable the creative to look as though it is breaking the boundaries of the screen site, regardless of where a viewer is standing.

May, and the broader The Falsies Surreal Extension Mascara campaign, has hit TVs across the UK supported by online content globally. The Out of Home element of the campaign is designed to reach an even bigger audience and drive mass awareness of Falsies Surreal Extension Mascara. 

“We are beyond excited to see Maybelline Falsies Surreal Mascara live nationally across multiple OOH formats and environments! This campaign is the first of its kind, with months of planning and detail to ensure that May’s avatar is brought to life across 3D DOOH screens at a mass scale. It’s wonderful to see beauty brands like Maybelline pave their way into this space and fully utilise the creative opportunities that OOH offers.” said Artemis Christodoulou, account manager, Kinetic.

“This is the largest 3D campaign, in terms of scale, any market has seen.” said Andrew Newman CEO DOOH.com. “This is a colossal achievement and one that aligns with our industry commercial principles of reach. 3D DOOH at scale is the next evolutionary step of forced perspective creative and sets a new bar. A massive thank you to the media owners for ensuring the 3D elements were a success on screens of all sizes.”

“3D OOH was the natural fit for this campaign which is rooted in a ‘surreal’ metaverse storytelling. The 3D OOH is achieving a deeper connection between our brand and a valuable, diverse audience through eye-catching content in environments where they are primed to make purchase decisions.” said Delphine Consigny, marketing director Maybelline UKI.

The 3D element of the campaign runs from April 17th – May 7th. Media owners are JCDecaux, Clear Channel, Ocean Outdoor and Open Media.