The Brief

Champion, a local detergent wanted to create a lasting bond with its consumers by granting the wish of the elders of Hospicio de San Jose, the oldest welfare institution in the country. Their wish was to come home for Christmas. But the problem is: a lot of them are abandoned by their families, rescued from the streets. And without a place to come home to.

Describe how the promotion developed from concept to implementation

Last Christmas, they received special presents from Champion. What made each present special was not what’s inside. But what was wrapped around it. A fragrance that evoked that feeling of home Created with world’s leading perfumer, Givaudan this custom fragrance has subtle notes of cream, honey and pear, freshened up by bergamot, violet and rose. This was micro-encapsulated and embedded on the gift wrapping paper, ribbons and gift cards.

Describe the success of the promotion with both client and consumer including some quantifiable results

Because of the success of this project, Champion intends to spread the fragrance of home in more welfare institutions in the country this Christmas.

Explain why the method of promotion was most relevant to the product or service

To touch the hearts of the residents of the welfare institution, Champion used fragrance, an attribute it is known for. No other medium can communicate feelings better and more personally than fragrance.