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>
by
|
09/01/2000
Facing a highly cluttered and competitive sector, it was vital for
Kenzo Parfums to create the 'Kenzo Experience' of awareness,
involvement, excitement, dialogue and trial for each product to truly
differentiate the brand.
The concept developed by VIA Medianetwork was implemented in both Hong
Kong and Singapore, and was the backbone of an integrated media
communications programme.
Capitalising on the flagship lines L'eau Par Kenzo and Parfum d'ete, and
new L'eau Par Kenzo for Men was launched early last year with a limited
edition new packaging in the summer.
In addition to the key products, Kenzo was appointed by the United
Nations to produce a specific new fragrance that would capture the
essence of 'peace' and 'the millennium'.
This new product, named 'Time for Peace', launched in the second half of
last year.
All creative was developed by the client's head office in Paris, and
demonstrated the brand elements of nature, colour, beauty and
inspiration.
Media vehicles included traditional print ads, special promotions and
contest pages in magazines, special design postcards and bus
advertising.
It was in the outdoor arena that CIA Medianetwork came into its own,
devising fragrant bus shelter advertising panels for Parfum d'ete, for
example.
For this execution, ads were placed on buses and perfume dispensers were
installed into key bus shelter locations, releasing fragrance at
30-minute intervals, thus creating opportunities for involvement and
trial.
For L'eau Par Kenzo for Men, CIA capitalised on the opportunity for
Kenzo to become the main sponsor for the relaunch of mtvasia.com with a
competition; as well as a 30-cinema campaign.
For Time for Peace, auctions were held on yahoo.hk and scrolled
postcards were among the creative executions.
CIA's integrated media communications model achieved the brand's
objectives, and contributed significantly to Kenzo's brand share of
voice as well as double-digit growth in sales, all within difficult
economic times.
Also, for future marketing purposes, the campaigns generated huge
databases of potential customers who had tried the products.
Many elements of the campaign, such as the fragrant bus shelters, live
lucky draws in cinemas, online contests and charity auctions were not
only a first for this particular business category, but also for the
industry.
* This ongoing National Geographic Showcase series features selected
material from winners and other entries in the Best Use of Media
category in MEDIA's Agency of the Year Awards 1999.
