The background
When Rimmel London approached Banter, they didn’t just want a one-off activation—they wanted an experience with lasting impact, an asset that would continue to elevate the brand and serve as a moving icon of Rimmel’s essence. Our mission: create something bold, immersive, and inherently Rimmel, while driving product engagement.
Enter the Rimmel London Bus: a custom-fitted, classic London bus transformed into the ultimate Rimmel makeover experience on wheels. Our first destination? One of Australia’s most iconic festivals—Splendour in the Grass.
With the festival as our stage, our goal was to captivate thousands of festival-goers, immersing them in the vibrant energy of Rimmel London while encouraging them to try the brand’s products firsthand.
The nuts and bolts.
We didn’t just park the bus. We threw a party. The Rimmel London Street Party was an blended the edgy vibe of London streets with the electric atmosphere of Splendour.
Festival-goers were invited to strike a pose in an authentic London phone box—designed for the perfect Instagram moment—or wait for a secret call that could unlock exclusive VIP upgrades throughout the day. To add to the festival magic, guests could dance the day away at the Rimmel London Inn or treat themselves to DIY nail painting sessions.
But the highlight was stepping onto the Rimmel bus, where professional makeup artists provided free makeovers to give attendees that quintessential Rimmel London look. And the experience didn’t end there: each guest walked away with iconic Rimmel products, ensuring they stayed festival-ready all weekend long.
The Results
Rimmel London Street Party was nothing short of a sensation:
- 5,300+ festival-goers immersed themselves in the Rimmel experience
- 735 free makeovers delivered, leaving attendees feeling glam and confident
- A flood of influencer-created content spread the buzz across social, amplifying the campaign’s reach far beyond the festival grounds
This activation wasn’t just about makeovers—it was a brand experience that seamlessly blended beauty, fun, and festival culture. The Rimmel London Bus is now an irreplaceable asset on Rimmel’s event calendar, proving that the combination of creativity, cultural relevance, and immersive design can help give Australians the Rimmel London Look.
