Gucci Promo, Case study GUILTY AT THE MTV VMAS by Tribal Worldwide Chicago

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Industry Perfumes
Media Promo & PR, Case study
Market United States
Agency Tribal Worldwide Chicago
Released September 2010

Credits & Description

Category: Fast Moving Consumer Goods
Advertiser: PROCTER & GAMBLE
Product/Service: GUCCI GUILTY
Date of First Appearance: Sep 12 2010
Entrant Company: STARCOM USA, Chicago, USA
: Nick Makhatadze (SMG United)
: Marissa Lutz (SMG United)
: Chris Dorne (LiquidThread (part of Starcom MediaVest Group))
: Daisy Hung (SMG United)
: Katherine Sobocienski (SMG United)
: Joshua Braman (P&G)
: Chris Baylis (Tribal DDB)
: Geert Jan Bijlstra (Tribal DDB)
: Joey Duis (Tribal DDB)
: Jeroen Jedeloo (Tribal DDB)
Media placement: VMA Pre-Show - MTV - 12 September 2010
Media placement: VMA Category Presentation - MTV - 12 September 2010
Media placement: Websites - MTV - 12 September 2010
Insights, Strategy & the Idea
The world of luxury fragrances is just as fickle as that of fashion – one minute’s trend is the next minute’s flop. The category sees a number of new launches each year, making inventing and establishing any new brand challenging at best, even for one as iconic as Gucci. While top performing brands have been unchanged for years, Gucci realized younger women were looking for scents that were as daring and sensuous as they are. These women dictate what’s in and expect and receive special treatment, making them earn the admiration yet envy of others.
The new Gucci Guilty fragrance was poised to be the first of its kind to speak to these women by encouraging indulgence, guilty pleasures, yet still speak to consumers intelligently. Gucci’s challenge was to maintain the brand’s equity while indulging the “Guilty” pleasures that makes her stand out from her peers.
Creative Execution
During the iconic MTV Video Music Awards (VMAs), Gucci Guilty spokesperson, Evan Rachael Wood presented the Professional Awards Category for the first time ever during the program. As one of our target’s “guilty pleasures,” this category honored the daring vision and power that embodies the Gucci brand. Immediately following afterward, we transitioned seamlessly into the world premiere of a Frank Miller-directed (Sin City, 300) 60-second Gucci movie to replace one of the show’s two-minute commercial segments.
The program expanded globally to re-airings in Europe and Asia and caused MTV to run the full two-hour program in those regions after originally planning for a condensed show. Additionally, all online coverage on MTV’s US, European and Asian coverage was completely enabled by the fragrance. To continue building on the momentum of the VMAs, we expanded to have presence at the MTV European Music Awards in Spain, creating a truly global platform.
Results and Effectiveness
• 31 percent of all VMA viewers said they would look for Guilty in a store, an increase of 210%
• 51 percent of VMA viewers were more likely to consider Gucci for their next fragrance purchase
• Gucci Guilty was named by the New York Times as one of the top ten brand launches of the year.
• Gucci Guilty became the number one selling fragrance almost immediately, surpassing iconic brands such as Chanel No. 5 an Estee Lauder’s Beautiful. Guilty sustained its number 1 position for 5 weeks.