Frequently Asked Questions
It’s a New York City street activation where Maybelline used the Grippy Serum Primer itself to adhere posters, turning the product’s grip into a real-world demonstration.
The posters appeared in key NYC neighborhoods including Williamsburg, the East Village, and SoHo—high-visibility areas known for foot traffic and creator culture.
Because the product benefit becomes the execution. Using primer as the adhesive makes the message instantly clear at street level and naturally encourages filming and sharing.
It’s the wider rollout Maybelline describes as a three-phase project, with the poster drop acting as a teaser that introduces “adhesion” as the core creative theme.
Demonstration beats explanation. When OOH makes the benefit tangible—especially with a simple, clever mechanic—it earns attention, social amplification, and stronger product belief.
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