Colossal Kajal
- Brand
- Maybelline
- Year
- 2015
- Objective
- Sales
- Industry
- Fashion & Beauty
- Mechanic
- Quiz & Trivia
- Platform
- Web
- Agency
- Wanda Digital
Objective
Maybelline had just named actress Merve Boluğur its first Turkish brand ambassador and launched Colossal Kajal with a 12-hour-wear promise. The microsite gave the campaign a second life online, keeping Turkish audiences engaged with the ambassador while working the product's key messages into something people would actually play through and share.
Solution
The player lands on a microsite built around campaign key art and starts a word-guessing game. Instead of text clues, short video clips play of Merve Boluğur describing a word without naming it, the way a friend would in a round of charades. The player types in a guess for each clip and moves on to the next round once they get it right. By the end, the run of correctly guessed words strings together into phrases built around the Colossal Kajal product and its slogan, closing out the session on a branded note.
- 1
A player opens Colossal Kajal's dedicated microsite, a Maybelline Türkiye promo page built around the campaign visual, and starts the game from there.
- 2
Each round plays a video clip of actress Merve Bolugur describing a hidden word without naming it; the player has to guess what she means.
- 3
A correct guess advances the game to the next clip and the next word, forming a word-guessing loop that repeats through the session.
- 4
The words guessed correctly accumulate and assemble into brand-related phrases, which form the game's final screen.
