| Title | EXPERIENTIAL MARKETING FOR PRETTY FRAGRANCE |
| Brand | ELIZABETH ARDEN |
| Product / Service | PERFUME |
| Category | A04. Best Use of Ambient Media: Small Scale |
| Entrant | OMD TAIWAN Taipei, CHINESE TAIPEI |
| Entrant Company: | OMD TAIWAN Taipei, CHINESE TAIPEI |
| Media Agency: | OMD TAIWAN Taipei, CHINESE TAIPEI |
Credits | |
| Name | Company | Position |
|---|---|---|
| Deryk Tang | OMD Taiwan | Managing Director |
| Angela Yu | OMD Taiwan | Business Director |
| Kris Hsia | OMD Taiwan | Associate Planning Director |
| Ken Wang | OMD Taiwan | Associate Buying Director |
| Naomi Chen | OMD Taiwan | Buying Supervisor |
Due to its first of its kind media innovation, over 10 pieces of TV and Newspaper free coverage at the value of NT$1 million were generated within the first month, further extending the mileage of the campaign. “We are very happy with the attention and purchase desire generated by this brand new media usage idea for the launch of “Pretty”. Our sales is 20%-30% higher than that of our previous campaigns in the first month“, said Coleen Wang, PR manager of Elizabeth Arden.
The idea is to transform the office lift lobby into a “Pretty” showroom filled with its unique smell. We innovate the usage of lift lobby TV media by setting an automatic spraying machine on top of the TV panels (with panel frame wrapped with “Pretty” advertising key visuals), spraying a total of 15,000 milliliters of “Pretty”, every 5 minutes, 12 hours a day for 2 months at 50 carefully selected office buildings at prime commercial and shopping districts at Taipei, Tai Chung and Kao Hsiung. The execution is first of its kind for the media vendor both in Taiwan and in the region. The campaign was also supported with “Pretty” TV advertising in 600 targeted office building, magazine and cinema advertising as well as MRT signage at the prime shopping district of Taipei, Tai Chung and Kao Hsiung.
The challenge to the client and agency team is simple: How to launch a new fragrance at a highly competitive and cluttered season with a limited budget? Elizabeth Arden has a relatively small market share and SOV in Taiwan. To be successful we need to launch with a unique touch point and execution that can grasp the attention of the young urban office ladies aged 20-34 and can create WOM among them. Smell is the most crucial factor that affects the likelihood of purchasing a fragrance. Our strategy is to bring the Pretty’s smell to the consumers before they visit the traditional department stores and beauty stores where competition is intense. The idea is to surprise and indulge the target consumers with unexpectedly delightful fragrance experience of “Pretty” while they are waiting at the lift lobby everyday during our campaign period.