One of the UK’s newest and leading hair tool brands Bellissima will be raising the bar in its marketing strategy, taking the launch of the new Prodigy Air Styler tool to new heights in a large DOOH activation at Waterloo station, reaching over 1 million individuals over a two-week period. Going live on 18th November 2024, Bellissima’s new Prodigy launch will be dominating 15 screens around Waterloo station, which is a popular area with both tourists and most commuters from the South, making it a highly important access and exit point to and from London. The Waterloo DOOH domination will feature cutting-edge 3D technology on some images of the Prodigy, in addition to lit billboards in the night.
The roadside gallery at Waterloo brings together 15 roadside billboards of various sizes to create a ‘’can’t miss moment” surrounding Waterloo station. This part of London was of particular interest to Bellissima thanks to its wide exposure to entertainment, culture and historic sites, with the River Thames, London Eye, Houses of Parliament, SEA LIFE London Aquarium, the Southbank Centre, The London Dungeon, Old Vic and Young Vic theatre located in immediate proximity.
Bellissima’s Prodigy campaign launched in September 2024 and has featured on a national bus campaign and a national OOH campaign – including LU to name just some of the media formats. The Waterloo domination will be the pinnacle of the campaign and will be brought to life with the golden prodigy waves coming through Waterloo and bringing the domination to life. This DOOH campaign allows for the story of The Prodigy to be told with an emphasis on repetition (so brand remains front of mind). LED lit-up billboards will help in illuminating the brand during the winter months.
To celebrate the launch of The Prodigy, Bellissima have teamed up with Emporia to generate a campaign which spans across several channels including TV, DOOH and transport, including many London buses. The campaign is set to reach its peak with the execution of the Waterloo domination takeover in London, running until 9th December 2024.
Speaking on the creative design behind the campaign, Rachael Parry-Jones, MD at Emporia says: “The domination is made up of multiple billboards, a few of which will be special builds and include features such as led light ups. The domination enables Bellissima to showcase the Prodigy and all its tools and amazing capabilities. This is also one of the most striking and impactful dominations in London. When we were briefed by Bellissima for their 2024 campaign, the main objective was to introduce this innovative new air styler as a market-leading solution to consumers seeking salon-quality styling at home. We thought how better to achieve this by using the Waterloo Domination.”
Assunta Trano, marketing director at Bellissima, adds: “At Bellissima, we’re proud to launch to The Prodigy to the hair tool market. The Prodigy is a new, revolutionary air styler which not only styles your hair but protects it too. Bellissima’s domination of Waterloo station is a very exciting step in Bellissima’s journey since launching in the UK. The launch of The Prodigy is a huge focus for us thanks to its revolutionary technology at an affordable price point. We can’t wait to see the results of this exciting campaign.”
Speaking of The Prodigy campaign, Mary Killingworth, managing director at Brandnation, says: “The Prodigy campaign by Bellissima is a huge step in establishing the brand’s authority in the UK consumer market. Brandnation is additionally supporting the campaign through activating content across paid social, organic social, influencer marketing and earned media.”
Bellissima’s Prodigy campaign has also reached millions of people through London bus ads throughout the city, as well as boasting an integrated campaign across social media, PR and influencer marketing. The DOOH campaign follows a year of rapid growth for Bellissima, whom after launching in the UK over two years ago, now retails across Johnlewis.com, Boots.com, Argos.co.uk, Superdrug.co.uk and Amazon.co.uk.
