Prestige Brands Australia has launched an modern consciousness driving marketing campaign to unveil its latest perfume – leveraging Australians’ love of being out of residence and utilising modern live-entertainment know-how to current a spectacular drone lightshow towards the backdrop of Sydney Harbour’s night time sky.
With the media technique, planning and shopping for led by Spark Foundry, the marketing campaign goals to strengthen the ladies’s portfolio with scale, impression, and memorability in thoughts – attaining cut-through with the model’s core and broader viewers forward of Christmas time by deploying 500 illuminated, choregraphed drones to actually ’paint the city purple’.
To help the launch of the perfume, a few of Sydney’s hottest VIPs had been hosted onboard a luxurious cruise liner with optimum views of the 10-minute aerial show – creating an emotive and unforgettable expertise for viewers to share by way of social channels. Australian Traffic Network (ATN) is the media companion for the drone activation, which was amplified by PR technique by way of EVH.
The perfume marketing campaign additionally contains tactical placement of premium massive format and avenue furnishings OOH in Sydney and Melbourne CBDs, inside proximity to retail precincts and high-dwell commuter hubs. Activity can be supported by editorial and digital partnerships with Vogue and Marie Claire, amplified by YouTube and TikTook video content material designed to strategically goal the model’s core viewers.
Prestige Brands Australia’s director of enterprise and advertising and marketing, Jessica Charlesworth, stated: “To rejoice Australia being one of many first international locations to launch, we couldn’t have imagined a greater means of bringing the ‘limitless summer time’ perfume to Sydney. Content era and amplification was key to broadcasting this unforgettable expertise, leaving the brand new perfume because the must-have for Summer. Thanks to the crew at Spark, ATN, and EVH for hitting the transient of driving most attain and visibility throughout your entire marketing campaign. The launch has damaged all targets and is among the most profitable perfume launches in Australia.”
Spark Foundry common supervisor, Peter Roins, stated: “Spark is delighted to color the city purple for Prestige Brands Australia – bringing the marketing campaign to life in collaboration with the Australian Traffic Network and EVH. We’ve tailor-made our media execution to leverage iconic model codes, reinforcing this with digital concentrating on improvements to maintain the model high of thoughts this season.”
The perfume marketing campaign will run via the beginning of summer time, till the top of the yr.