Active, Urban&Affluent – how to convince them to the BRAND? By Case study by TouchPoints Marketing
Azzaro decibel caseeng
May 26, 2015
The case study of the Decibel by Azzaro campai
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Active, Urban&Affluent – how to convince them to the BRAND?
By
Case study byTouchPoints Marketing
2
Eau de Toilette Decibel by Azzaro
The Challenge•Launch/sales campaign of eau de toilette - Decibel by Azzaro, co-partner - Sephora Perfumeries•Target Group: • men 20-29 yrs, urban• rock-driven, lifestyle (brand face: Julien Casablancas/The
Strokes)
FlowchartTime: 16.09.2011 – 15.10.2011Geography: 10 biggest
agglomerations in Poland
TARGETING Indoor
male 20-29 yrs, urban, lifestyle&rock-driven, => 187 night music clubs, men washrooms with 259 AdBoard A3 panels
the poster promise: 1-st level - buy Decibel in nearest Sephora and get
Decibel deodorant for free saying „DB” at the cash desk
2-nd level - get more by scanning QR CODE attached
and ....
...find:meet Decibel „live” by the nearest 37 club partiesget extra gift - the Azzaro bag when you are the first in Sephora and ..find the nearest Sephora pefumerie by you..
Cross-media campaign
3 scalable elements working as an urban game into one
coherent campaign.INDOOR MEDIAINDOOR MEDIA
MOBILE INTERNETMOBILE INTERNET
AMBIENT AMBIENT
Mobile Internet tools: Decibel MICROSITE
(1)mobile phone localization(2)Address Book(3)Calendar
The Touchpoints AMBIENT – the visage IDEA
dB
...and the only branded part of visage is ...
Targeting Ambient - SCENARIO
Engage&Inform!–tell the story, tatoo him, let him scan yourself! (QR code) or let him shoot the promo pass photo.
Test it!Spry and ...pick up the next one …
Get interested!–Dance, outfit, tatoos…
AMBIENT tools2 hostess teams with tatoo, spray performing the given scenario..
AmbientAmbient:: ca 2000 UU/interactions ca 2000 UU/interactions
Indoor: Indoor: ca 800 000 impacts/120 000 UU/ca 800 000 impacts/120 000 UU/43,9% of target group43,9% of target group
RESULTS:
Mobile internet:Mobile internet: 1400 pageviews1400 pageviews
Look how we have done it!
Leszek PopowiczLeszek Popowicz
My experience :
•CEO/Partner Best Marketing Promotion Agency•CEO in luxury women magazine „Zwierciadło” •Managing Director /AAA in Poland/ •MB Gourmet Voice Media Festival / Cannes France•Cannes Lions Representative in Poland
Partner w TouchPoints Marketing
Email : [email protected]
20 years in media&advertising business
(SAR)
(1-st cinema broker in Poland)
Cannes Lions Festival
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