L'Oreal Men Expert Tour Down Under Sponsorship



The Brief

The Brief

Provide L’Oreal Men Expert with the opportunity to converse with a targeted, niche audience to increase brand awareness, sample product and provide in-store retail promotion opportunity.

The Strategy

The Strategy

The Tour Down Under event demographic was an ideal target for Men Expert. Stage 1 naming rights provided headline profile at the event, activation opportunities, in-store promotion, TV, radio and PR opportunities.

The Execution

The Execution

We managed a seven day presence in the Tour Down Under village, with the L’Oreal Men Expert Lounge offering sampling, skin consultations, a photo booth and massage therapists. The Men Expert vehicle, signage and promotional staff throughout the course provided stand-out branding during the seven day event. The Men Expert Lounge was used for TV interviews, providing PR opportunities with key athletes.

The Results

The Results

The L’Oreal Men Expert stage received extensive coverage across a wide range of television, print and radio channels, and the Men Expert Lounge served as backdrop for rider interviews. On the ground, there were 62,000 L’Oreal Men Expert Stage 1 attendees and 6,977 attendees were reached through the photo booth activation. 66,000 samples were distributed and 145 skin consultations given, resulting in an increase in state based sales for L’Oreal Men Expert products.