VIP LAUNCH by Starcom Madrid for Puig Beauty & Fashion Group

VIP LAUNCH

Pin to Collection
Add a note
Industry Perfumes
Media Promo & PR, Case study
Market Spain
Agency Starcom Madrid
Released October 2010

Credits & Description

Category: Best Use of Social Media Marketing
Advertiser: PUIG
Product/Service: 212 VIP FRANGANCE
Date of First Appearance: Oct 4 2010
Entrant Company: STARCOM MEDIAVEST GROUP, Madrid, SPAIN
Entry URL: http://www.212areyouonthelist.com
Carolina Herrera Brand Manager: Agathe Sancier (PUIG)
Media Manager: Sofia Lopez (PUIG)
General Manager Starcom Barcelona: Rita Gutierrez (SMG)
Client Services Director Starcom Barcelona: Santiago Cordon (SMG)
Account Director: Tania Plaza (SMG)
Media placement: TV Campaign - 3 Spots - FOX - 4 October 2010
Media placement: Internet Campaign - Brand Days - Youtube - 9 October 2010
Media placement: Internet Campaign - Video - MTV - 9 October 2010
Media placement: Internet Campaign - Social - Facebook - 9 October 2010
Media placement: OOH - Building Cover - ILLA Shopping Center, Barcelona - November 2010
Media placement: Magazines - 2 Formats - ELLE - November 2010
Media placement: Internet - Events - Tilllate.com - December 2010

Insights, Strategy & the Idea
How do you attract a young, vivacious, club-hopping city girl?

You have to play hard to get. The more exclusive you can make a restaurant, club, purse or perfume– the more women want it. We tapped into this notion in order to revive Carolina Herrera’s most successful fragrance, 212. 212 is the crown jewel of Carolina Herrera’s three fragrance universes. Consumers have remained loyal to the fragrance since its inception. However, this also means that the customer base was aging. As a fragrance appealing to young, urban, and trendy women we knew we had to rejuvenate the brand to engage younger consumers.

Our target audience lives to be invited to top social scenes to boast, brag and regale the night’s fun. We had to attract ladies by being the most fabulous and trendy scent on the market.
Our solution was the launch of Carolina Herrera 212 VIP.

Creative Execution
212 VIP was a new fragrance geared towards the “It crowd”. Our communication featured the tag, “Are you on the list?”, the perfect bait to capture the trendy’s attention.
We crafted a microsite to drive all of our online, social and TV executions. To get the word out, we partnered with MTV and Fox, and even developed an "Are you on the list?" contest on Facebook. Users selected friends that they thought were worthy of the 212 VIP list.
We hired the famous photographer Gerard Estadella to snap photos of 212 VIP appearances at the hottest Spanish clubs. These photos were displayed in Barcelona and Madrid for all to wonder if they would make the list. We brought our concept to the stores by generating spectacular displays.
At the end of the contest, Facebook users with the most votes were invited to the fabulous 212 VIP trip to NYC!

Results and Effectiveness
The campaign led to extraordinary success. Carolina Herrera 212 VIP became the #2 selective market feminine fragrance launching terms of sales during the 2010-2011 Christmas campaign in Spain. The Facebook contest garnered more than 21,000 participants, and the fabulous club celebrations across Spain were a huge hit. The parties only gained unparalleled media attention, supplying 212 VIP with free PR in local blogs, websites and TV channels. The buzz circled Spain as consumers lined up to smell like a VIP.
Carolina Herrera 212 VIP found its new entourage.