Challenged and squeezed by both prestige and celebrity mass markets, Paco Rabanne's XS fragrance was in need of a new focus and positioning. The Black XS variant presented an opportunity to position the product to a loud and passionate group; a young market uninspired by celebrity weeklies.

To provide Paco Rabanne's XS fragrance a new focus and positioning.

Created especially for Paco Rabanne, Kerrang! created the Black XS Live Sound contest - a search for the best new band. Over 500 unsigned bands uploaded 900 songs to a dedicated microsite on Kerrang! and exposed themselves to rating or hating by the public. The most popular 3 bands were shortlisted to play a 200 capacity gig at the 02, styled by Kerrang! and mentored by rock band Fightstar. The winning band, chosen by a panel of Kerrang! editorial and key label A&R representatives, received a record contract with Search & Destroy records, and featured in the magazine.

Social network Facebook saw over 9,500 fans for the campaign, which reached over 13% of the UK's 15-35 year olds. PR coverage was achieved nationally, from local radio to GMTV and national press. Furthermore, 10,000 samples of the fragrance were requested by Kerrang!'s audience during the campaign, via an online mechanic.

This is the first time Kerrang! has carried a bespoke campaign for a fragrance. "Paco Rabanne wanted to bring to life their Black XS Live Sound activity in the UK with a cut-through campaign that resonated with a young rock audience, and there's no better environment than the Kerrang! brand" Stuart Williams, MD of Kerrang! "We are delighted to have explored new boundaries for our Black XS brand by creating a core partnership with an ideal partner Kerrang!, totally in line with our key brand values of rock, charm and daring attitude" Simon Tuplin, Marketing Director- Puig UK