When a bus shelter becomes a mini arcade. In partnership with WallDecaux, NYX Professional Makeup wrapped a tram shelter in Düsseldorf in the brand’s colours and installed a live claw machine right on the street furniture—inviting commuters to try their luck and grab the new “Crazy Lift” eyebrow glue.
Branded stage at street level
A full vinyl wrap turns the shelter into a bold, unmistakable canvas. The build cues playfulness and places the product front-and-centre—perfect for quick glances and longer dwell times alike.
Simple game, instant reward
Travellers faced a single challenge: grab the product. Each successful attempt unlocked a free ‘Crazy Lift’ sample, transforming passing attention into hands-on trial in seconds.
Why it works (OOH × Experiential)
The interaction boosts dwell time, creates UGC moments, and links the commute with immediate product trial. It’s a tidy funnel from glance → play → sample → consideration.
Outcome
A playful pop of colour and a no-explanation-needed mechanic made the shelter unmissable—turning curiosity into queues and samples into conversations about Crazy Lift.
FAQs about this campaign
What did NYX do in Düsseldorf?
They fully wrapped a tram shelter with brand visuals and integrated a working claw machine so travellers could try to win a ‘Crazy Lift’ eyebrow glue sample.
Who was the media partner?
WallDecaux, leveraging its street-furniture network to enable the custom build and on-site game.
How did the mechanic work?
Passers-by played the claw machine directly on the shelter; successful grabs redeemed a free product sample on the spot.
Why is this effective OOH?
It fuses high-impact branding with hands-on trial at a commute touchpoint, increasing dwell time, memorability, and conversion to product usage.
Bring your idea to breakfast-time OOH
Explore formats that meet audiences in morning routines and commuter corridors.
