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

INDOOR tools

Microsite DECIBEL

259 Panels A3 + QR Code ..

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 : l.popowicz@touchpoints.com.pl

20 years in media&advertising business

(SAR)

(1-st cinema broker in Poland)

Cannes Lions Festival