FEATURES: Sweet scent of success for Kenzo campaign

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.

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