HAPPY SUMMER by Mpg for Kenzo

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HAPPY SUMMER

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Industry Perfumes
Media Promo & PR, Case study
Market Spain
Agency Mpg
Released May 2009

Credits & Description

Category: Best Use of Special Events and Stunt/Live Advertising
Advertiser: KENZO
Product/Service: FLOWERBYKENZO PERFUME
Date of First Appearance: May 29 2009 12:00AM
Entrant Company: MPG, Madrid, SPAIN
Account Director: Miguel Ángel Martínez (MPG)
Account Manager: Miriam Cruz (MPG)
Special Activities: Marina Rubio (MPG)
Director of Strategic Services Madrid: Alejo Saracho (Havas Media)
Strategic Project Coordinator: Pau Fernández (Havas Media)
Media placement: Outdoor - Special Events - Teaser - Canvas In Madrid (Plaza Felipe II) - 29 May 2009
Media placement: Outdoor - Special Events - Events - Canvas In Madrid (Plaza Felipe II) - 25 June 2009
Media placement: Internet - Teaser - Email Marketing - 18 June 2009
Media placement: Internet - Event Invitation - Email Marketing - 23 June 2009
Media placement: Print- Event Invitation - Europa, Lecturas, Mujer Hoy, Semana, Ventas De Perfumería, Yo Dona - 20 June 2009
Media placement: Internet- Event Invitation - Facebook,brandlife,periodistadigital,esmadrid,estrendy,absolutmadrid,skinandfrag - 4 June 2009
Media placement: TV - Event Impact - Telemadrid(Madrid Directo),Antena 3,Tele 5,La Sexta,Canal Sur,Castilla La Mancha - 25 June 2009
Media placement: Print- Event Impact - Vogue,Semana,In Style,Hola,Glamour,Elle,Cosmopolitan,Clara,Metropoli,Adn,Beauty - 25 June 2009
Media placement: Radio- Event Impact - Onda Madrid, Cope - 25 June 2009
Media placement: Internet - Event Impact - Antena3tv,beautyvictim,correodigital,ipmark,ondacero,prenoticias,publico,telva,y - 25 June 2009

Results and Effectiveness
25,000 people experienced the new scent of Summer all over Madrid with our spirit-lifting OOH. During the week of the event, sales of FlowerbyKenzo in Madrid were up more than 60% - and +27% for the Summer period - in El Corte Inglés’ stores alone, the most important perfume retailer, representing over 50% of Kenzo’s sales. This unprecedented cultural event significantly reached more people through WOM and editorials: • 30 online news stories and mentions in city guides and cultural sites. • It appeared on news programmes of 3 national and 2 regional TV channels. • Free editorial valued €242,000.

Creative Execution
In a media first, we created a “Vertical Garden” in Felipe II Plaza in Madrid’s city centre, where a blank vertical canvas was erected to fuse art and culture on a grand, public space during San Isidro festival. Suspended by wires, fourteen artists from French Compagnie Les Passagers blended acrobatic, painting and dancing skills into an urban art performance full of sensibility and modernity, bringing the iconic Kenzo flower to life - and to the city. Communication prior the event was critical: • We made the performances part of the city’s cultural programme of San Isidro • The 2-week construction of the blank canvas acted as a teaser, inviting people to rendezvous at the plaza on the 25th • Teaser emails and reminders to four thousand selected people and Kenzo’s Facebook group arranged to meet at the event • Journalists featured the event in women’s magazines, newspapers and online sites

Insights, Strategy & the Idea
Perfume brands bombard potential buyers in key sales periods with slick ads featuring beautiful imagery fuelled by star power. This tired marketing approach fails to differentiate each perfume. Smart consumers who understand advertising codes feel far removed from the allure of such ads. For years, the iconic poppy flower of FlowerbyKenzo perfume has dressed the streets in red, travelling from city to city celebrating the arrival of Summer - a time for renewal, when wardrobes, hairstyles, spirits and minds are refreshed and cities truly blossom. But perfume is a sensory experience, not merely a visual one. We needed to create a multi-sensory approach to marketing FlowerbyKenzo that would encourage people to visit stores to purchase outside the key sales period. So, we took FlowerbyKenzo to the streets of Madrid last June, revitalising this now annual event with a spectacular event - mixing theatre, performance and the visual arts.