Category: Direct Response Digital: Websites, Microsites & Banners
Advertiser: BEAUTE PRESTIGE INTERNATIONAL
Product/Service: JEAN PAUL GAULTIER PERFUMES
Agency: ISOBAR
Executive Creative Director: Laurent Nuyen (ISOBAR France)
Creative Director: Pierre Duquesnoy (ISOBAR France)
Creative Director: Kevin Ulve (ISOBAR France)
Senior Account Director: Stephane le Flohic (ISOBAR France)
Vice Presdent/Head Of Communication: Denis Quimbrot (Beauté Prestige International)
International Media Manager: Marion Setiey (Beauté Prestige International)
Digital Brand Manager: Sarah-Anne Ducreux (Beauté Prestige International)
Communication Director: Jelka Music (Jean Paul Gaultier Couture)
Event Manager: Thoai Niradeth (Jean Paul Gaultier Couture)
Artistic Director: Noe Bimboes (ISOBAR France)
Senior Project Manager: Anne-Charlotte Lemaire (ISOBAR France)
Media placement: Website (And Mobile) - Digital - 08/02/2012
Describe the brief/objective of the direct campaign.
Jean Paul Gaultier is a unique French fashion designer, known for his capability to surprise the perfume, fashion and haute couture industries by breaking the codes. If the Jean Paul Gaultier perfumes benefit from a good awareness in France among 25-40 year-old consumers, the brand needed to raise interest among 18-24 year-olds. As a result, our key objective was to support the Jean Paul Gaultier Perfumes during the busy and strategic period of Valentine's Day by communicating the personality of each perfume in an original way.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Jean Paul Gaultier delivers the first video lesson in 'French kissing' for Valentine's Day. Each in its own way, Jean Paul Gaultier perfumes teach you the art of the 'made-in-France' kiss. For men, kiss like Le Male, Le Male Terrible or even Kokorico. For women, kiss the Classique, Classique X or Ma Dame way.
The website introduced an original and exhilarating way to rediscover and be creative with the couturier’s perfume range.
Each kiss became a 'social media object' in itself and allowed users to access the eShop in one single click in order to buy the selected perfume.
Explain why the creative execution was relevant to the product or service.
Every perfume has its own personality and style. As a result, The Art of the French Kiss provided consumers with an original product experience in order to emerge vs competitors during Valentine's Day. By experiencing the different kisses, consumers have been seduced by the perfumes' universe which generated additional sales thanks to a drive-to-eShop approach.
Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
The operation went viral across social networks, blogs, press and even television which made the Art of the French Kiss a huge success from an image point-of-view.
Regarding the qualitative results,
+ 80% unique visitors on the Jean Paul Gaultier website
+ 30% traffic on the eShop
And last but not least, more than 450,000 kisses were exchanged in a week!