This was to make people aware of the Victoria Secret PINK brand and that they were holding a summer camp with some of the angels . This was a competition for places on the summer camp .
This campaign was situated outside Cafe de Paris . As members of public walkedd by the telephone would ring , if you picked it up the back door of the telephone box would open and a crew member would take you to have your makeup done . This was to get people aware if the Benefit brand and their makeover options they supply in stores .
To register your interest in the campaign you had to either download the PINK nation app and play the “ capture the flag ” game or buy a PINK chug mug and scan the image that comes on the card with the mug using the PINK nation app .
There was no way to register if you were interested as the box was just placed there on the day with no proir advertisement . However once in the makeup chair you would have to provide contact detais so as they could email you promotional material .
To make this desirable they had to create this sense of curiosity . The idea of “ do I pick up the phone or not ?” and “ whats going to happen if I do pick it up ?”. This made people want to go and pick up the phone and see what would happen . Also box was pink and had the benefit logo on it so it made people want to know what the brand was doing .
As of 7th November 2016 there are 13,605,970 PINK nation members ( which have downloaded the app ). They also used the hastag # CampPINK which has 1139 posts each ranging in 50- 100,000 likes . This meant it reached between 50,000-1m people .
After the event they used the hashtag # temptaiontelephone which to date has 29 public posts and over 4000 likes . The brand also managed to gain press coverage from compaies such as Glamour , Elle and The Telegraph .