FEATURES: Sweet scent of success for Kenzo campaign

<p>Facing a highly cluttered and competitive sector, it was vital for </p><p>Kenzo Parfums to create the 'Kenzo Experience' of awareness, </p><p>involvement, excitement, dialogue and trial for each product to truly </p><p>differentiate the brand. </p><p><BR><BR> </p><p>The concept developed by VIA Medianetwork was implemented in both Hong </p><p>Kong and Singapore, and was the backbone of an integrated media </p><p>communications programme. </p><p><BR><BR> </p><p>Capitalising on the flagship lines L'eau Par Kenzo and Parfum d'ete, and </p><p>new L'eau Par Kenzo for Men was launched early last year with a limited </p><p>edition new packaging in the summer. </p><p><BR><BR> </p><p>In addition to the key products, Kenzo was appointed by the United </p><p>Nations to produce a specific new fragrance that would capture the </p><p>essence of 'peace' and 'the millennium'. </p><p><BR><BR> </p><p>This new product, named 'Time for Peace', launched in the second half of </p><p>last year. </p><p><BR><BR> </p><p>All creative was developed by the client's head office in Paris, and </p><p>demonstrated the brand elements of nature, colour, beauty and </p><p>inspiration. </p><p><BR><BR> </p><p>Media vehicles included traditional print ads, special promotions and </p><p>contest pages in magazines, special design postcards and bus </p><p>advertising. </p><p><BR><BR> </p><p>It was in the outdoor arena that CIA Medianetwork came into its own, </p><p>devising fragrant bus shelter advertising panels for Parfum d'ete, for </p><p>example. </p><p><BR><BR> </p><p>For this execution, ads were placed on buses and perfume dispensers were </p><p>installed into key bus shelter locations, releasing fragrance at </p><p>30-minute intervals, thus creating opportunities for involvement and </p><p>trial. </p><p><BR><BR> </p><p>For L'eau Par Kenzo for Men, CIA capitalised on the opportunity for </p><p>Kenzo to become the main sponsor for the relaunch of mtvasia.com with a </p><p>competition; as well as a 30-cinema campaign. </p><p><BR><BR> </p><p>For Time for Peace, auctions were held on yahoo.hk and scrolled </p><p>postcards were among the creative executions. </p><p><BR><BR> </p><p>CIA's integrated media communications model achieved the brand's </p><p>objectives, and contributed significantly to Kenzo's brand share of </p><p>voice as well as double-digit growth in sales, all within difficult </p><p>economic times. </p><p><BR><BR> </p><p>Also, for future marketing purposes, the campaigns generated huge </p><p>databases of potential customers who had tried the products. </p><p><BR><BR> </p><p>Many elements of the campaign, such as the fragrant bus shelters, live </p><p>lucky draws in cinemas, online contests and charity auctions were not </p><p>only a first for this particular business category, but also for the </p><p>industry. </p><p><BR><BR> </p><p>* This ongoing National Geographic Showcase series features selected </p><p>material from winners and other entries in the Best Use of Media </p><p>category in MEDIA's Agency of the Year Awards 1999. </p><p><BR><BR> </p>