Go large or go residence: The Phantom marketing campaign is Puig’s most bold to date with over 100 animations at key airports worldwide. Pictured above is the Phantom pop-up in Heathrow Airport Terminal 2.
In São Paolo, the Phantom pop-up instructions consideration and immerses travellers within the futuristic world of Paco Rabanne
To celebrate the journey retail unique pre-launch of the Paco Rabanne Phantom perfume, Puig has launched a spectacular and bold omnichannel marketing campaign, which embraces over 100 Phantom pop-ups and omnichannel actions in EMEA, Asia Pacific and Americas journey retail.
Phantom, which was pre-launched in world journey retail on 1 July, will likely be rolled out in home markets from August. It can be accessible on pacorabanne.com.
The floor-breaking perfume has been described as a ‘futuristic fragrant’ scent and combines new applied sciences with luxurious perfumery craftsmanship to set new boundaries on the planet of perfume.
Puig’s most bold journey retail marketing campaign to date
Can you out-robotic a robotic? The ‘Dance with Phantom’ AI-powered retailtainment sport challenges travellers to a dance-off to unlock a particular filter and win prizes
The Phantom activation gives a vibrant and experiential hub to have interaction and entertain passengers at Heathrow Terminal 2 throughout its six-month run
Puig has launched over 100 Phantom animations at key airports worldwide this July, with additional activations deliberate for August and September. The futuristic animation areas immerse travellers within the Phantom universe via eye-catching pop-up design, sci-fi-impressed model ambassadors, touchless perfume discovery and a ‘Dance with Phantom’ retailtainment sport.
The disruptive marketing campaign was developed with a 360° digital method that goals to have interaction with travellers at each level of their journey. The marketing campaign boasts an ‘at all times-on’ technique and has been deployed on social media, cell show adverts and on retailer’s personal digital platforms.
It additionally leverages geo-focused paid adverts, journey-themed content material, augmented actuality and influencer advertising to maximise Phantom’s consciousness past the airport surroundings.
An intergalactic crew: Beauty ambassadors, wearing silver jumpsuits impressed by the Phantom perfume marketing campaign, lead prospects via the varied retailtainment zones at Jorge Chávez International Airport in Lima, Peru
In journey retail Europe and Americas, Puig has partnered with main KOLs to promote the Phantom perfume on TikTook and Instagram via journey-themed content material.
The KOL marketing campaign is anticipated to attain six million travellers throughout main vacationer locations from July to September.
Puig has additionally launched a click on & acquire service, accessible with all main retailers, to full the omnichannel client journey.
Customesr merely faucet their cell phones on the Phantom bottle cap to uncover unique Phantom content material, personalised playlists, filters, AI video games and extra
Commenting on the far-reaching Phantom marketing campaign, Puig Vice President Global Travel Retail Kaatje Noens mentioned: “The extremely anticipated Phantom launch is deserving of a marketing campaign that’s equally as disruptive because the perfume itself. We are extremely excited to implement a extremely bold omnichannel marketing campaign in world journey retail that can go away travellers really immersed within the Phantom universe.
“One of Puig’s foremost strengths is our skill to construct manufacturers and journey retail is the perfect model constructing platform. We are proud to be main innovation and delivering superb experiences that make journey retail shine as a buying channel.”
Engaging travellers at each level of their journey: A excessive-profile media marketing campaign in São Paulo–Guarulhos International Airport invitations travellers to go to the Phantom animation
A phantom presence: (Above and beneath) Paco Rabanne has taken over the excessive-profile digital show close to the lamp bear with Qatar Duty Free at Hamad International Airport in Doha, Qatar
Photo: Martin Moodie
Breaking boundaries on the planet of perfume
As reported, Phantom was developed utilizing ‘Augmented Creativity’ expertise, a chopping-edge course of that leverages A.I. to improve human inspiration.
The scent opens with energising lemon prime notes, creamy lavender, patchouli and vetiver coronary heart notes and closes with wooden vanilla and base notes.
Phantom options Paco Rabanne’s first-ever related perfume bottle with contactless chip. Users can merely faucet their telephones on the robotic-formed bottle to take it off.
They can even use their mobiles to uncover the Phantom universe and discover unique Paco Rabanne content material, obtain interactive filters, personalised playlists, augmented actuality video games and a lot extra.
Phantom is offered in 100ml and 150 codecs and is available in a 200ml refill bottle.
Puig Vice President Paco Rabanne Jerome Leloup mentioned: “Paco Rabanne has been disrupting the perfume trade with daring improvements ever since its first launch. Phantom is the model’s most floor-breaking launch but combining a by no means seen earlier than marketing campaign, an especially inventive and technological bottle and a contemporary fragrant juice, with the very lengthy lasting signature the model is understood for. This new masculine perfume will propel us into a brand new period.”
Always on: Puig’s ‘at all times on’ method implies that the marketing campaign has been rolled out via excessive-profile digital shows, social media, cell adverts, retailer platforms, and boosted by KOL advertising
Pictured above is the Phantom OOH marketing campaign in Barcelona El Prat Airport; beneath is the Phantom animation with Dubai Duty Free at Dubai International Airport
All the elements for Phantom had been ethically and sustainably-sourced. To produce Phantom, Paco Rabanne collaborated with IFF-LMR Nationals, a pioneering pure firm devoted to delivering 100% premium pure extracts with complete transparency.
The sci-fi-impressed Phantom marketing campaign movie was shot by award-profitable director Antoine Bardou Jacquet and stars Slovakian mannequin David Trulik and Russian Model Kris Grikaite on an opportunity alien encounter in one other planet.
It additionally options an intergalactic crew, all sporting the newest assortment from Paco Rabanne Creative Director Julien Dossena.
https://www.moodiedavittreport.com/puig-launches-over-100-phantom-pop-ups-to-celebrate-paco-rabanne-pre-launch/
