Diesel Promo, Case study FUEL OF LIFE DENIM by ZenithOptimedia Paris

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FUEL OF LIFE DENIM

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Industry Perfumes
Media Promo & PR, Case study
Market France
Agency ZenithOptimedia Paris
Released June 2011

Credits & Description

Category: Best Use of Special Events and Stunt/Live Advertising
Advertiser: DIESEL PARFUMS
Product/Service: FUEL OF LIFE DENIM
Media Agency: ZENITHOPTIMEDIA, Paris, FRANCE
Marketing Director: Fanny Chtromberg (L'Oréal Luxe)
Brand Executive: Mehdi El Khyat (L'Oréal Luxe)
Brand Manager: Marjorie Martinet (Optimedia)
Content Strategist: Kristel Pecnik (Optimedia)
Managing Director: Grégoire Peyroles (Territoires)
CEO: Thierry Joly (Optimedia)
Deputy Managing Director: Agnès Hautbois
Media placement: digital geo targetting - facebook - june 29th to july 2
Media placement: mobile local targetting - orange mobile - July 1st and 2nd

Insights, Strategy & the Idea
Diesel fragrance was launched in 2007 with Fuel For Life classic.
Brand values are inspired by fashion brand: fashion, sexy and iconic.
Fuel for life media strategy has always been based on rupturist marketing codes. Communication always breaks luxury codes: streetmarketing, guerilla marketing, posters in Paris subway, mega banners.
Mid June 2011, the Fuel For Life Denim collection completes the range. Two new fragrances for Male and Female. A fresh and sexy version !
Bottles are designed with authentic Diesel fashion brand label.
2 objectives:
• Recruit new consumers, who are not already Fuel For Life Classical edition’s consumers.
• Put special emphasis on developing brand values

Maketing target: People 15 to 35 years-old, trendy, open minded.
The objective of the campaign is to multiply touchpoints and use attractiveness of the brand to sample the new fragrance.

Creative Execution
The global campaign was sustained by:
- A powerful TV burst
- An impactful press plan
- A compelling digital and Mobile campaign on main websites
- A qualitative OOH presence
- And a very innovative event in the street

Strategy : Develop a sampling event in line with Diesel values: impertinent, offbeat humour, sexy and cool.

Objectives: Liven up the sampling operation. Make it Fun!

Concept: Bring your old pair of jeans, we will give you a perfume
Places: 4 big cities reached

Orchestration:
• Facebook local targeting 3 days before inviting people to the event
• SMS targeted and located on the event area the D Day
• Guerilla marketing
• Area animated by decors, to create an atmosphere
• Actors presence to encourage people to take off their jeans
• Sampling on site, near point of sales

Results and Effectiveness
• A qualitative success! Participants enjoyed it. Examples of verbatim: “concept is great! I came to accompany my daughter, and finally I made it with her," "I take off my jean to win the fragrance for my son."
• More than 150,000 samples distributed and 350 pair of jeans collected and given to the Emmaus foundation.
• Increase of traffic to Diesel fragrance website with 70,000 visits during the period.
• But above all, a success in sales! The FFL franchise (Classic+Denim) classified in the Top 10 sell-out during the two weeks of launch : +0.7 pts SOM vs previous year (source : NPD).