Branded entertainment agency MCBX has won a project brief from nails inc to launch the brand’s first paid-for integrated campaign for its new Magnetic Effect nail polish range, fronted by T4 star Jameela Jamil.

The agency won the account after a competitive pitch against four rival agencies.

The beauty brand has enlisted MCBX for a multi-channel campaign encompassing print, digital, in-store and social media. nails inc will launch a ‘Magnetic Effect’ microsite as an online hub for the activity, featuring competitions, giveaways, nail art tips and an attempt to create the world’s longest virtual handshake.

Starting with Jameela, fans will be encouraged to upload their own handshakes to join a variety of celebs and create a never-ending, rolling chain of handshakes. Every person to join in the chain will be entered into a prize draw to win £3,000 of shopping vouchers to a store of their choice along with the new Magnetic Effects polish.

In addition, MCBX has set up a partnership between nails inc and Look Magazine, which includes a promotional shoot with Jameela, giveaways and a series of advertorials, both on and offline.

There will also be a social media element to the campaign to build on nails inc’s growing Facebook presence and drive more consumers to its fan page. MCBX will coordinate a series of giveaways and activity, such as ‘fresh’ competitions and rewards for user-generated content and interaction.

The range features three different varieties: gold, metallic, magnet. For every bottle sold, £1 will go towards The Prince’s Trust with a minimum donation of £25,000 guaranteed.

Kate Amarnani & Amy Williams, managing partners MCBX comment:
“We’re hugely excited to be working alongside nails inc for this integrated campaign that’s breaking many new territories for the brand. Spanning a number of channels, it’s an opportunity for nails inc to do something genuinely new and exciting with its consumers. It’s always highly rewarding to create great media-first propositions for ambitious challenger brands.”