Objectives & Strategy
Educate media on two new products and it's ingredients while furthering Kiehl's relationship with key editors. Engineer an innovative experience that creatively tells the story of the new products and reinvents the idea of what an editor event can be thus deepening editors love and affinity for the brand - #artfullymade.
We created a Kiehl's laboratory that housed 5 experiences, upon arrival guests were kitted out with lab coats and googles and taken on an immersive journey through two visual storytelling tunnels via branded rickshaws, with each tunnel showcasing the new product, ingredients and benefits.
They arrived at a drive through style presentation for an indepth demonstration with Kiehl's experts. For the final stage guests were whisked backed to their arrival destination where they interacted with the press team and engaged in detailed conversation about the product and their experience.
The event generated positive feedback and excitement surrounding the product with many editors commenting on how they appreciated the unique learning experience and non-stereotypical media event format.