Results and Effectiveness

By the middle of the campaign period, all 13,000 Scent-seals had been taken. The Tunnel itself remained a brand-ad for Juicy for the remaining weeks. An estimated 300 conversions happened during the launch period – This means 300 people bought our perfume using this coupon. This included a spike in sales during the 2 day “catwalk” activation bringing in 200 redemptions over the two days. Conversion rate, set at a 3% benchmark was exceeded by 160% - with the campaign closing at 8% conversion.

Creative Execution

The activation space selected was the underpass between ION and Tangs. This “enclosed yet public” space boasted the highest concentrated pedestrian traffic on Orchard Road, and also allowed us to seal the scent in, so to speak. Here, we would create Singapore’s first ever “Scent Seal” Wall – a wall filled with samples of Juicy’s new fragrance. Both decorative and functional, this installation allowed pedestrians to consciously interact with our ad – by taking a sample off the wall. Each person who took one or two of the 13,000 Scent Seal packets made a considered decision to smell our new fragrance. Active sampling also supplemented the campaign, with “cat-walking” models bearing the bottle, and giant-sized bottles putting on shows over the campaign period in the scent-filled underpass – giving us 100% share of voice over one weekend. Tied to the campaign was a price-off promotion, with a targeted 3% conversion rate

Insights, Strategy and the Idea

The insight was based on the decline in efficacy of traditional scent samples in perfume departments; too much ‘scent clutter’ - plus these were the busiest places that people moved through as quickly as possible to get to the main store. In-magazine scent-sealed pages were also in decline for similar reasons. The challenge then was to launch a new fragrance that stood out from these more traditional routes yet which still lingered literally and figuratively in consumer minds as they entered busy retail channels. Enter the Juicy Couture Scent Seal tunnel. The Juicy philosophy of approachable luxury was truly personified through this unique execution – walk-in live, exclusive sampling. The difference between other more passive channels? Everyone exposed to our sample ultimately made a conscious effort to interact with the brand. Once in that frame of mind, retail channels Tangs, Isetan, Sephora and Takashimaya were literally seconds away.