The 6 week campaign duration allowed for an estimated foot traffic of 256,890 through the gyms allowing 38,400 plays across all digital signage. With our manned sampling in a chosen top premium gym in central Auckland, we were able to distribute over 200 samples which also included a voucher for a free 5ml Invictus bottle when purchasing an Invictus Eau De Parfum in Farmers stores.
Case Study.
Paco Rabanne Invictus
Paco Rabanne is an internationally known fashion designer that created his brand of perfumes in the 1960’s and has been creating timeless women’s and men’s fragrances ever since. Paco Rabanne “Invictus Victory” is a new men’s eau de parfum with a composition of citric lemon, woodiness, sensual vanilla and fiery tonka bean notes, the perfect mystical scent for any man that is a legend.
THE SOLUTION
With Paco Rabanne having a higher price-point we used demographics like income and gender to target the correct audience with a range of our premium gyms such as Les Mills, Next Generation and Exodus Fitness. These premium environments added a significant amount of relevancy with male gym members taking a shower after a sweaty workout and being reminded of their fragrant choices before they leave the gym.
With 2 or more digital screens within our premium gyms we knew that this form of media would not go unnoticed. We also suggested sampling which would get the product into the hands of their consumers quickly, increasing exposure and allowing the consumers to get a trial of the product and leave them wanting more.
THE RESULT
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