In pictures: Inkling activates Benefit product launch with The Heist

Benefit Cosmetics tasked creative marketing agency Inkling to produce an activation around the launch of the brand's They're Real push-up eye liner.

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The Heist activation launched last month (28 June) in London’s Covent Garden, and has already taken place in Cardiff. This week it will be visiting Birmingham (12-13 July), followed by Manchester (19-20 July) and Glasgow (26-27 July).

The experience consists of a branded, 20-foot container, featuring a laser-beam game in which participants must move through the challenge without breaking a laser and triggering an alarm. If they avoid the obstacles, they will be able to win a full-size They’re Real push-up eye liner.

Will Parkinson, managing director at Inkling, said: "The Heist really encapsulates Benefit’s tone of voice and is a great consumer engagement tool – we’ve had hundreds of people through the experience already and it has built a huge amount of awareness for the liner, contributing towards the incredible success of the launch so far."

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