Charlotte Tilbury wanted to shout about their Pillow Talk Collection with a unique beauty campaign. Working on behalf of this luxury brand, agency Backlash knew just who to call! With our expertise in vehicle fit-outs, custom props, and logistics, the Promohire team would turn a vintage Airstream into a fully immersive brand activation.
Find out how our combined efforts empowered Charlotte Tilbury to spread glitz and glamour to cities across the UK.
You can also check out the video below to watch the campaign in action!
Who is Charlotte Tilbury?
Named after its founder, Charlotte Tilbury is a global beauty brand, known for its luxurious cosmetics, including a line of lipsticks, foundations and eye shadows. The Pillow Talk collection is one of the brand’s most iconic ranges, loved for its signature glow and flattering shades.
Big on live engagement, they know the value of a great promotional campaign – and they were excited to spread awareness, making the new Pillow Talk Beauty Soulmates Face Palette the star of the show!
What did Charlotte Tilbury want?
The goal was to take Pillow Talk on the road and give fans an interactive experience that mirrored the magic of the products themselves.
Together with Backlash, we explored ways to recreate Charlotte Tilbury’s glitzy displays and produce oversized props like the love heart compact and lipstick, while adding playful details to engage with visitors.
It was an ambitious brief! Visitors would get to try the products, play games, take photos, and even share digital messages – all from inside a rose gold vintage Airstream.
The experience would travel to Birmingham, Glasgow, Leeds, Liverpool, Manchester, and Newcastle over five weeks.
How did Promohire help?
Our vehicle design and build team turned a blank Airstream into a mobile beauty spot. Inside, the whole thing was decorated in Charlotte Tilbury’s branding, along with chrome vinyl trims to add a luxurious vibe. Guests could relax and have their makeup done using Charlotte Tilbury products and try the new love heart compact.
To bring an interactive edge, we designed and fabricated a digital heart-shaped spin-the-wheel game complete with wiring, sound effects, and coding to ensure every spin meant a random prize – such as key rings, makeup samples, and compact mirrors.
We made the bespoke props, including a 3D-printed phone to sit over the love heart, wrapped in Pantone-matched vinyl. We also made all heart-shaped displays and signage with Charlotte Tilbury’s eye for glamour in mind!
Guests could use a self-service photo booth to capture the moment or use an iPad on the wall to write love notes that would appear minutes later on a digital billboard.
Behind the scenes, Promohire handed all logistics and used a discreet support vehicle to move all props between venues – also helping with early morning setup.
What was the result?
The campaign was a resounding success, with visitors fully embracing its interactive elements! Over 12 live days, over 2,500 digital love notes had been shared and more than 14,000 Pillow Talk prizes had been won.
The Charlotte Tilbury Airstream itself became a true showcase, praised for its glamour, interactivity, and attention to detail.
Backlash and Charlotte Tilbury were delighted with the outcome, and the success of the campaign has already led to future projects like Kith and Kin.
This brand activation not only showcased the love heart compact – it created a huge amount of excitement for Charlotte Tilbury’s Pillow Talk range nationwide.
Ready to begin your project?
It all starts here. With a diverse fleet of modern and classic vehicles for hire, we can provide the exact match for your campaign. And as you’ve seen with Charlotte Tilbury’s Pillow Talk roadshow, we can take it to the next level with custom build work, 3D props, and interactive elements.
Check out the 8 steps to campaign planning, and visit our costs and services guide to start budgeting. To begin your journey with us (and see if a vehicle campaign is right for you), try our FREE budget calculator with the button below.
See what a promotional vehicle might cost based on your hire and activation days.
