#21

Benefit

Glastonbrow- The UK's First Beauty Drive-Thru
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Key metric

Connected Experience Index Score [1]

162

Awards

Campaign Event Awards

Outstanding Creative Idea Highly Commended

Agency

The Persuaders

Boring Festival Queue? Benefit Have You Covered

The brand set up camp outside Glastonbury Festival to give festival goers much needed essentials on route including free Benefit goodies and brow waxes.

Fans were introduced to GlastonBrow by Benefit, the UK’s first brow and beauty drive thru - a glistening pink beacon, keeping festival goers entertained with DJs and the ultimate festival makeover.

Passers-by were able to pull up to the window to choose from a menu of brow-inspired gift options and then drive through to the collection window, where a "Benebabe" delivered the free goodies.

Benefit also gave away all the necessary festival essentials for a weekend of glitter, flower crowns and music.

In two days, the drive-thru received more than 1,600 visitors – in 700 cars and a coach.