Harrods Media wanted to create excitement around the launch of the exclusive Victor and Rolf mens fragrance Spicebomb. The challenge was to target male consumers through a range of innovative media and press driving initiatives.

The purpose of the promotion was to drive sales, raise brand awareness and gain market share of the men's fragrance business.

The campaign elements consisted of: Vibrant lift wraps in a central position on the ground floor of the store and digital activity on the entrance 5 screen network. Victor and Rolf also took a full page advertorial in the December Beauty Supplement Gift Guide and branded advertisements across our in-store navigational app, which drove engagement and footfall during the launch. To add to the campaign the brand included a product placement window along Brompton Road, a display along Hans Crescent and was promoted on our external digital screen network.

This campaign proved to be a huge success for both Victor and Rolf and for Harrods. The brands activity at Entrance 5 reached over 197,604 visitors during the fragrance launch. (Harrods Consumer Quantifying System). In the first 4-week period 1,690 units were sold and after 8 weeks of the promotion 2,227 units were sold!During period 1 of the campaign the brand ranked number 1 in The Perfumery Hall.

This campaign has shown that production of a vibrant promotion showcasing the brand across a range of advertising platforms in-store and within Harrods Magazine really does drive sales and create huge excitement around a product launch. Contact us to discuss how we could work with you to provide something similar or yor brand.