CASE STUDY: Givenchy Sparks the Return of the Gentleman
Provided by Arc Worldwide
Givenchy launched a new men's fragrance,Gentleman Only,with live activity bringing a touch of class and luxury to Londoners
What was the Challenge / Background of the Campaign?
To build a masculine pillar in line with the brand's DNA and re-establish Givenchy as an important men's fragrance player. Simon Baker was the global Brand Ambassador and the activity needed to illustrate the epitome of all that he represents. The launch event took place in John Lewis so the campaign had to capitalise on the joint venture and ensure maximum sales.
What was the Solution?
Handsome male brand ambassadors were dressed in dapper suits performing 'gentlemanly gestures' such as holding doors open for ladies, holding an umbrella over them to shelter from rain and hailing taxis.In John Lewis, male & female brand ambassadors were positioned in various departments of the store and outside the entrance during the exclusive launch weekend,offering samples of the product in a range of formats. The campaign was extended with sampling in other targeted London locations such as the city centre and train & tube stations.
What were the Results?
Over 5 days of activity, tens of thousands of consumers sampled and smelled the fragrance.John Lewis launch event and in-store presence resulted in Gentlemen Only becoming the number one selling fragrance in John Lewis after only one day.
What were the Key Learnings of this Campaign?
Activating directly at the point of purchase in a range of departments and outside the main entrance on Oxford Street enabled maximum impact, maximum presence and maximum sales.The mechanic of returning to old school traditions impressed and delighted consumers,and helped to drive wide-spread PR coverage in marketing & retail trade press.