CASE STUDY: Paco Rabanne Black XS & Wireless Festival
Provided by Live Nation Ltd
Paco Rabanne's latest fragrance Black XS enabled 'music moments of shared euphoria' at two of the UK's biggest festivals
What was the Challenge / Background of the Campaign?
Paco Rabanne is the Spanish born designer behind the French fashion house. Since the launch of the label in 1966, Paco Rabanne has expanded and collaborated with Puig Fragrance Company to create the well-known perfumes and aftershaves associated with the brand today.
Paco Rabanne's latest fragrance for men and women, Black XS, launched with the 'Be A Legend' campaign featuring Iggy Pop and Blondie's Debbie Harry.
What was the Campaign Objective?
The brand extended the 'Be A Legend' campaign to Live Nation's New Look Wireless and Reading Festivals, that proved to be the perfect environment to drive awareness and trial of the new fragrance among aspirational, edgy, fearless and unique young rock fans.
What was the Solution?
Aside from the obvious objective of Black XS awareness and trial, Paco Rabanne's real challenge was to play an authoritative role in music while cramming their content activity into short, intense spaces of time - think seconds not minutes, in the most social and exciting spaces for music enthusiasts. To immerse fans into their brand, Live Nation and Paco Rabanne created a unique on-site experience that not only allowed for sampling, but delivered sharable moments - a 360 degree camera experience for fans to capture their moment of euphoria at the point of the 'drop'..
What were the Results?
-17,958 fans completed 360 degree camera experiences ? 47,000 fans visited the activation (to receive simply a wristband or a fragrance spritz) ? 51,000 fragrance wristbands distributed ? 9M impression LN digital media campaign and 4.7M emails sent (28% over delivery)