The brief
Neutrogena's Collagen Bank range is named after a metaphor: collagen is something you deposit into your skin now and draw on later. UM Türkiye took the metaphor literally. After a digital out-of-home flight across Istanbul's malls and high streets in November 2025, the campaign moved into stores with a Collagen Bank ATM: a bank-machine stand that toured Watsons stores in Şaşkınbakkal, Akasya, Cevahir and Mecidiyeköy in March and April.
How the activation works
At the ATM, a visitor is welcomed, gets a small gift product, and receives a personalised receipt based on age and skin factors. The receipt carries a QR code. That code is where my part starts.
What I did
I built the strategy for the TikTok side of the activation: the landing page the QR code opens, and what happens there. The page keeps the bank feeling going on the phone. Your receipt becomes a collagen balance; the products read like deposits that raise it; the tasks on the page are the way to grow the balance, and some of the people who complete them are rewarded.
The point was to make the digital step feel like the second half of the same experience, not a separate campaign page. The visitor who has just held a receipt from a collagen ATM should land somewhere that still looks like a bank.
Notes
The ATM itself was engineered and produced by The Machine Company. Campaign results are the client's data and are not published here.