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The @VeryNetwork Very Beauty #VeryBeautyTour Bus

Online fashion and beauty retailer Very.co.uk [1] has launched the GBP 600,000 Very Beauty Bus tour campaign, which has been designed, planned and executed by Posterscope, PSLive, Vizeum and Liveposter.

Consumers are encouraged to share their post-makeover pictures, some of which are republished to DOOH screens [2]

The tour visits Liverpool, Leeds and Birmingham over the next two weeks, offering mini-makeovers in a transparent, branded bus to help local residents capture and share their ‘getting ready’ moments.

Consumers are invited on board the 8m x 3m transparent bus to receive free mini-makeovers where they are also shown the beauty offerings on the fashion site (owned by multi-brand digital retailer Shop Direct).

The Very Beauty bus has an Instagram photo booth installed and consumer are also encouraged to use the hashtag #VeryBeautyTour and the Twitter handle @VeryNetwork [3] to tweet and share their pictures for the opportunity to win a GBP 1,000 Very beauty bundle.

Kate McAllister, Account Director, Vizeum said “We identified the ‘getting ready’ moment as a key time for Very.co.uk’s audience, when the beauty products that they use will be front-of-mind. Using this simple but pivotal insight, we’ve worked with Posterscope and PSLive to develop an experience that brings a number of elements, including social and display together with OOH. This activity firmly establishes the brand within this key moment and allows women to share and indulge in the excitement that comes before a night out.”

A selection of photos will be published alongside professional post-makeover photos to digital screens via Liveposter.