The Moodies – OOH Campaign Out of Terminal
Best OOH Out of Terminal Campaign
Winner
L’Oréal Travel Retail Asia Pacific – YSL Beauty Libre Arcade Street
YSL Beauty captivated travellers and locals alike during the new year with a mesmerising light projection showcasing its women’s fragrance, Libre Eau de Parfum. L’Oréal Travel Retail Asia Pacific orchestrated the display from 30 December 2022 to 5 January 2023 against the historic backdrop of Arcade Street, Hainan.
The projection celebrated innovation and immersive artistry, transforming Arcade Street into a wonderland of light, colour and music. Renowned as one of China’s most well-preserved architectural complexes, the street stands as a living testament to Hainan island’s history and tourism scene. It features a dynamic blend of shops and eateries, as well as immersive experiences as evidenced by YSL Beauty’s Libre light projection.
L’Oréal Travel Retail Asia Pacific noted: “YSL Beauty’s Libre franchise has always been synonymous with liberation and freedom of expression. This year, the brand took its commitment to innovation to another level by merging scent and sight in an unprecedented way.”
“Libre has always symbolised the YSL Beauty woman – confident, free-spirited and unapologetically herself. This light projection not only celebrated the fragrance but also empowered women to embrace their individuality and shine brightly, just like the lights that illuminated Arcade Street.”
The light projection created a sense of movement across historical architecture (Video courtesy: WB for APAX Group)
The Libre light projection movies highlighted the ‘essence’ of the fragrance and took viewers on a sensory journey. By merging fragrance and art, YSL Beauty demonstrated its commitment to offering customers more than just products – a shopping experience that leaves a lasting impression.
The light projection at Arcade Street transcended the traditional out-of-home in its ability to engage travellers. Unlike static billboards or posters, this immersive experience actively involved the viewers, evoking an emotional connection with the brand.
Instead of just conveying a promotional message, the display showcased L’Oréal Travel Retail’s commitment to enhancing the consumer journey. Its innovative approach has set a new standard for how brands can connect with target audiences on a deeper level.
The compelling advertising campaign demonstrated how effective placement, eye-catching visuals and impactful messaging resonates with travelling shoppers. It captured attention, generated brand awareness and drove engagement beyond the terminal environment.
The Libre look: The brand took over Arcade Street with a stunning visual promotion
The Moodie Davitt eZine The Moodies 2023
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