Custom Inflatable Pop-up Activation Booth for Maybelline

Background

Bastion, a leading marketing agency, required a pop-up solution for its client, Maybelline. The campaign, which would take place in Melbourne Central Shopping Centre, aimed to launch the new Colossal Bubble Washable Mascara.

The primary objectives were to generate brand awareness and drive on-site sales. Bastion contacted Giant Inflatables to design and produce a custom Inflatable Pop-up Activation Booth. This structure needed to create an immersive environment that would capture the attention of shoppers. The activation provided a physical brand world for consumers to experience. It also functioned as a practical pop-up store in partnership with Chemist Warehouse, allowing for immediate product sales. This dual-function structure was the ideal tool to meet both promotional and commercial goals.

Design and Fabrication

The design process involved a lot of collaboration between Bastion and Giant Inflatables, and several design revisions were necessary to ensure the structure complied with the strict regulations of the historic venue.

The final design for the Inflatable Pop-up Activation Booth offered an immersive experience, leaving a lasting brand impression.

Precise PMS colour matching was used to replicate Maybelline’s signature yellow, ensuring brand consistency. The logos for Maybelline and its retail partners were printed on the exterior. The entire structure was constructed from durable Oxford Cloth, which is lightweight yet durable, making it suitable for an indoor public space. The project also included custom-designed inflatable product replicas and a matching inflatable couch to furnish the interior.

The lightweight nature of the Inflatable Pop-up Activation Booth and its components allowed for a quick and simple installation and removal process. This was a key requirement for a temporary activation in a busy retail centre.

Result

The Inflatable Pop-up Activation Booth successfully captured shopper attention at Melbourne Central. It created a memorable brand experience that promoted the new mascara effectively. The integrated pop-up store facilitated direct sales, meeting both of the campaign’s primary objectives and driving a tangible return on the marketing investment.