DIESEL: ONLY THE BRAVE by ACHE PRODUCCIONES for Diesel

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DIESEL: ONLY THE BRAVE

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Industry Perfumes
Media Promo & PR
Market Mexico
Agency ACHE PRODUCCIONES
Released July 2009

Credits & Description

Category: Event and Field Marketing
Advertiser: LOREAL
Product/Service: PERFUME
Agency: ACHE PRODUCCIONES
Date of First Appearance: Jul 9 2009 12:00AM
Entrant Company: ACHE PRODUCCIONES, Anzures, MEXICO
Account Manager: Carlos Verastegui (Ache Entretenimiento)
Perfume Manager: Veronica Viniegra (Loreal)
Account Executive: Sergio Soto (Ache Entretenimiento)
Media placement: Presentation Card - ... - 09/07/2009
Media placement: Audiovisual Presentation - ... - 09/07/2009
Media placement: ... - ... - ...

Describe the objective of the promotion.
To warm up the public for the launch of Diesel's Only the Brave, using the bottle's fist shape as an icon in viral and guerrilla activity and in direct interaction with the target market for one month in order to create a link to the product.

Describe how the promotion developed from concept to implementation
We identified graffiti as a popular and accessible communications medium used by the target in expressing its attitudes and lifestyle. By adapting its qualities and mixing them with the social meanings that have been attributed to fists, we gave meaning to our own brand activation and guerrilla and viral activities both before and after the product's launch. During this warm-up period, we generated enthusiasm through presence in the streets and in social networks. In avant-garde events in music and fashion scenes, we created brand awareness with the message: 'Be one of us. Be Brave.'

Describe the success of the promotion with both client and consumer including some quantifiable results
THE GOAL: 100,000 points of contact THE RESULTS: • ON THE STREET: 144,000 points of contact • 8 EVENTS: 10,600 guests • 8 GRAFFITI INTERVENTIONS • VIRAL: 3,000 followers / friends TOTAL 157, 600 points of contact in one month

Explain why the method of promotion was most relevant to the product or service
It was first necessary to create a solid market presence by achieving the greatest possible exposure over a period of one month. This included activities directly geared toward the preferences of the young men who make up the target, reflecting the spirit of Diesel Only the Brave and generating a flow of consumption.