Product / ServiceGUCCI PERFUMES
CategoryA01. Best Use of Screens
Media Agency MEDIACOM Singapore, SINGAPORE
Entrant Company MEDIACOM Singapore, SINGAPORE
Media Agency 2 MEDIACOM Singapore, SINGAPORE


Name Company Position
Celestine Tan Mediacom Manager
Arielle Yap Mediacom Planner

Results and Effectiveness

• Smashed targets by 40% • Guilty Black Pour Homme out of stock in 1 month • 20% bigger vs previous Gucci Guilty launch • 27% participation rate considerably higher than industry benchmarks • Driving social buzz for “Guilty Pleasures” reaching 10 times its usual amount for the month of March while the campaign was active.

Creative Execution

MTV were re-launching as a concept for positive indulgence. It was the perfect platform to showcase the darker and younger side of Gucci Guilty Black. We worked in partnership to create a month of “Guilty Pleasures”, through which our audience were invited to express their guiltiest pleasures. The mechanics were simple: log onto Gucci Guilty Black’s microsite at MTVMusic.com/GuiltyPleasures, and select a song that best represents your Guilty Pleasure. The darkest and guiltiest pleasures won a money-can’t-buy experience to the MTV Movie Awards in LA. Throughout the month of “Guilty Pleasures” in primetime, MTV was infused with customized 25” contest spots tagged with 5” Gucci Guilty Black ads, with popular MTV VJs Hanli and VJ Rich sharing their own darkest Guilty Pleasures. New vignettes were launched weekly and in addition to TV and we leveraged existing MTV digital and social platforms to drive mutual participation.

Insights, Strategy and the Idea

The award-winning Gucci Guilty Fragrance targeted a cutting edge, expressive crowd and quickly became the number 1 fragrance in Asia. The re-launch via Gucci Guilty Black two years later needed to keep the franchise at the cutting edge but we were now talking to an even younger, more brazen consumer. We needed a darker and alternative edge to reach them but with programming in Asia being conservative this would be difficult. Music was the key. It plays a fundamental role in the lives of our young audience and is one of the few programming area that receives a lot of leeway given the explicit nature of many recent Music Videos. We invited Asia to share their darkest guilty pleasures with each other… …But first we needed a regional partner that held clout with the hedonists of Asia and had aspirational qualities.