TWIST ON TRADITION by OMD London for Coty Prestige

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TWIST ON TRADITION

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Industry Perfumes
Media Promo & PR, Case study
Market United Kingdom
Agency OMD London
Released September 2010

Credits & Description

Category: Best Use of Print
Advertiser: COTY PRESTIGE
Product/Service: NAUGHTY ALICE PERFUME
Date of First Appearance: Sep 24 2010
Entrant Company: OMD UK, London, UNITED KINGDOM
Brand Manager: Tori Hannan (Coty Prestige)
Digital Associate Director: Marianne Moss (OMD Digital)
Digital Account Director: Nicola Ponting (IPC Digital)
Account Manager: Kathryn Houghton (IPC Media)
Media placement: Magazines - 1 Advertorial - Marie Claire - 1st October 2010
Media placement: Magazines - 1 Advertorial - Instyle - 1st October 2010
Media placement: Magazines - 1 Advertorial - Look - 1st October 2010
Media placement: Scented Samples - Key Retailers - 24th September
Media placement: Online - Marie Claire (White Label Microsite) - 1st October 2010

Insights, Strategy & the Idea
Being different has always been part of the Vivienne Westwood DNA. From 1970s punk to 1990s British revivalism, her fashion has always paved the way for avant-garde British design.

In Oct 2010, Naughty Alice was launched. Magazines are where the fragrance category lives, and the audience loves them, but with a budget of just £50k we had to work hard to get Naughty Alice onto their consideration lists.

Our idea was to treat the planning in the same way that Vivienne Westwood would, by subverting the traditional with the non-traditional.

Creative Execution
In order to bring the virtual world of Naughty Alice into the real world of the consumer, we teamed up with publishing house IPC to harness the newest development in digital technology - Augmented Reality.

Unique Augmented Reality barcodes were printed on advertorials in Marie Claire, Instyle and Look, as well as on the back of scent samples distributed at retail.

The original French illustrator for Naughty Alice was re-approached to create the animation. A Naughty Alice website where the Augmented Reality experience could be launched was made, along with a competition to win exclusive Vivienne Westwood prizes (including a limited edition handbag, fragrances and body lotions). We also secured home page takeovers and traffic drivers on magazine websites to make this a must see event.

All you had to do to start the experience was hold the Augmented Reality barcode in front of a web camera....

Results and Effectiveness

Plays of the Augmented Reality experience were very high and competition entries were equally as strong, which suggested that our audience were actively committed to spending time with Naughty Alice.