PERFUME SMELLING STRIPS by Leo Burnett Iberia Madrid for JACOMO



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Industry Perfumes
Media Direct marketing
Market Portugal
Agency Leo Burnett Iberia Madrid
Executive Creative Director Renato Lopes
Art Director Luciana Cani
Released February 2010

Credits & Description

Category: Dimensional Mailing
Advertiser: JACOMO
Product/Service: JACOME PERFUME
Date of First Appearance: Mar 1 2010 12:00AM
Executive Creative Director Iberia: Chacho Puebla (Leo Burnett Iberia)
Executive Creative Director: Renato Lopes (Leo Burnett Iberia)
Executive Creative Director/Copywriter: Erick Rosa (Leo Burnett Iberia)
Art Director: Luciana Cani (Leo Burnett Iberia)
Creative Advisor: Tura (Leo Burnett Iberia)
Media placement: Direct Mail - Mail - 01/03/2010

Describe the brief/objective of the direct campaign.
How can we present the intangible- the emotions that are contained within each perfume? Dozens of perfumes are launched every year. They are all very similar in approach and try to reach the same target. We needed to a direct marketing idea that would cut through the clutter and convey Jacomo's essence in a different way that would make it stand out in the hands of our target.

Explain why the creative execution was relevant to the product or service.
Perfume and romance, they are almost synonymous. This idea materialised this with an execution that is unlike the norm. When you think of a perfume sample, you recall a strip of paper. But this time we were able to magnify the power of a perfume and stir people's imagination with it.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We printed one of the most beloved romances in history in perfume paper. Romeo and Juliet was printed in the actual strips of paper used to sample perfumes. And each 'book' came with a small Jacomo sample so that the person could spray the scent over each page of the book and read this classic with the most romantic scent. Both the response rate and outcome were everything but ordinary. Since no one expects to have a perfume being presented like that. And in a world of regular and commodity sampling for perfumes, this made Jacomo stand out.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
Once someone had one of these in hand, the response was much better than it would have been with a regular sampling device. This time, we were able to clearly highlight Jacomo's qualities as a perfume and its personality as it related to the romance people had in hand. The overall return on investment was great, once we were able to gather critical mass and positive critical response to this direct marketing effort. The price per book clearly made sense once the response and feedback appeared. For it clearly defined Jacomo as not only a perfume but an essence of romance.