The Rimmel themed parties were hosted by the hottest celebrities. They integrated the brand by featuring make-up contests where the winners won a trip to a party at a top London club. We established a Media First, each party was featured within the 'Co za noc' (What a night) series on TVN – the first time that Polish TV had devoted a programme to one brand.

Aside from powerful PR coverage, post campaign research revealed some impressive results: brand awareness grew from 69% to 77%, 50% correctly identified Rimmel as the programme sponsor and 32% declared a purchase intent having seen the programme. Most satisfying of all, Rimmel’s SOM grew by 13% from 2002 to 2003.