ROMANCE PRINTED ON PERFUME SMELLING STRIPS by Leo Burnett Iberia Madrid for JACOMO

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ROMANCE PRINTED ON PERFUME SMELLING STRIPS

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Industry Perfumes
Media Promo & PR
Market Portugal
Agency Leo Burnett Iberia Madrid
Executive Creative Director Renato Lopes
Art Director Luciana Cani
Released February 2010

Credits & Description

Category: Ambient Promotion: Small Scale
Advertiser: JACOMO
Product/Service: PERFUME
Agency: LEO BURNETT IBERIA
Date of First Appearance: Mar 1 2010 12:00AM
Entrant Company: LEO BURNETT IBERIA, PORTUGAL
Executive Creative Director Iberia: Chacho Puebla (Leo Burnett Iberia)
Executive Creative Director: Renato Lopes (Leo Burnett Iberia)
Executive Creative Director / Copywriter: Erick Rosa (Leo Burnett Iberia)
Art Director: Luciana Cani (Leo Burnett Iberia)
Creative Advisor: Tura (Leo Burnett Iberia)
Media placement: Perfume Launching Kit - Brochure/Sampling - April 2009

Describe the objective of the promotion.
How can we present the intangible- the emotions that are contained within each perfume? Dozens of perfumes are launched every year. They are all very similar in approach and try to reach the same target. By promoting a perfume this way, we were able to not jut promote a specific scent, but the whole brand as a romantic and powerful alternative to other perfumes.

Describe how the promotion developed from concept to implementation
We printed one of the most beloved romances in history in perfume paper. Romeo and Juliet was printed in the actual strips of paper used to sample perfumes. And each 'book' came with a small Jacomo sample so that the person could spray the scent over each page of the book and read this classic with the most romantic scent. Both the response rate and outcome were everything but ordinary. Since no one expects to have a perfume being presented like that. And in a world of regular and commodity sampling for perfumes, this made Jacomo stand out.

Describe the success of the promotion with both client and consumer including some quantifiable results
Once someone had one these in hand, the response was much better than it would have been with a regular sampling device. This time, we were able to clearly highlight Jacomo's qualities as a perfume and its personality as it related to the romance people had in hand. It clearly defined Jacomo as not only a perfume but an essence of romance.

Explain why the method of promotion was most relevant to the product or service
We printed one of the most beloved romances in history in perfume paper. Romeo and Juliet was printed in the actual strips of paper used to sample perfumes. Each 'book' came with a small Jacomo sample so that the person could spray the scent over each page of the book and read this classic with the most romantic scent. Both the response rate and outcome were everything but ordinary. Since no one expects to have a perfume being presented like that. And in a world of regular and commodity sampling for perfumes, this made Jacomo stand out.