Maybelline New York OOH Case Study Problem How does a cosmetic company highlight a key sponsorship while also promoting its products? Solution Use OOH formats to surround event attendees and capture the attention of local audiences. Background Maybelline New York signed a two-year contract in August 2009 to spon- sor Mercedes Benz Fashion Week. This new sponsorship posed several challenges, even though Maybelline was doing the makeup for nine dif- ferent designers and shows. Maybelline needed to generate awareness about the use of its products in the show, as well as leverage its Fashion Week sponsorship to drive sales. Objective The main objective was to create awareness and generate buzz about Maybelline New York’s Fashion Week sponsorship by creating a visually striking campa

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