Rimmel to Roll Out Interactive In-Text Ads

Rimmel London, the cosmetics brand, is rolling out a digital campaign for its Sunshimmer and Day 2 Night Mascara products, using adaptable custom in-text units.

LONDON, April 18, 2011 — (BRAND REPUBLIC) — The interactive ads were devised by OMD UK, using Vibrant's in-text ad platform.

The Sunshimmer ad allows users to move their mouse over the legs of the model in the in-text ad unit to change the shade of the legs, using the tanning product. They can then click through to purchase the item.

The Day 2 Night mascara's ad, features a mouse that acts like a "magic brush", lengthening the eyelashes for daytime and thickening them for night. Users can try out different shades of mascara on the model in the ad and zoom in to look at the product.

Both ads will roll out on 25 April and will run until June.

About Vibrant
Vibrant says: "Vibrant is a world leader in contextual technology aligning billions of words across the internet with relevant video, information, tools, and advertising. With over 6,000 premium publishers, reaching more than 225 million unique users per month (comScore, November 2010), Vibrant gives top brand marketers the opportunity to deliver highly targeted advertisements within premium Web content and offers publishers premium editorial tools to re-circulate users throughout their websites. Vibrant works with top brand advertisers such as Microsoft, General Motors, Unilever, Sainsbury's and Hewlett Packard.
The company was founded in 2000 and has offices in London, New York, Boston, Detroit, Chicago, San Francisco, Los Angeles, Paris, Hamburg, Munich and Dusseldorf. Vibrant's rapid growth has been recognised by the Inc. 500 and Deloitte Fast 50 lists, and in the UK: Media Momentum 2006, 2007 and 2008 and Sunday Times Tech Track in 2004 and 2005."