JACOMO: ROMANCE PRINTED ON PERFUME SMELLING STRIPS

Credits & Description:

Category: Ambient Promotion: Small Scale

Advertiser: JACOMO

Product/Service: PERFUME

Agency: LEO BURNETT IBERIA

Date of First Appearance: Mar 1 2010 12:00AM

Entrant Company: LEO BURNETT IBERIA, PORTUGAL

Executive Creative Director Iberia: Chacho Puebla (Leo Burnett Iberia)

Executive Creative Director: Renato Lopes (Leo Burnett Iberia)

Executive Creative Director / Copywriter: Erick Rosa (Leo Burnett Iberia)

Art Director: Luciana Cani (Leo Burnett Iberia)

Creative Advisor: Tura (Leo Burnett Iberia)

Media placement: Perfume Launching Kit - Brochure/Sampling - April 2009



Describe the objective of the promotion.

How can we present the intangible- the emotions that are contained within each perfume? Dozens of perfumes are launched every year. They are all very similar in approach and try to reach the same target. By promoting a perfume this way, we were able to not jut promote a specific scent, but the whole brand as a romantic and powerful alternative to other perfumes.



Describe how the promotion developed from concept to implementation

We printed one of the most beloved romances in history in perfume paper. Romeo and Juliet was printed in the actual strips of paper used to sample perfumes.
And each 'book' came with a small Jacomo sample so that the person could spray the scent over each page of the book and read this classic with the most romantic scent. Both the response rate and outcome were everything but ordinary. Since no one expects to have a perfume being presented like that. And in a world of regular and commodity sampling for perfumes, this made Jacomo stand out.



Describe the success of the promotion with both client and consumer including some quantifiable results

Once someone had one these in hand, the response was much better than it would have been with a regular sampling device. This time, we were able to clearly highlight Jacomo's qualities as a perfume and its personality as it related to the romance people had in hand. It clearly defined Jacomo as not only a perfume but an essence of romance.



Explain why the method of promotion was most relevant to the product or service

We printed one of the most beloved romances in history in perfume paper. Romeo and Juliet was printed in the actual strips of paper used to sample perfumes.
Each
'book' came with a small Jacomo sample so that the person could spray the scent over each page of the book and read this classic with the most romantic scent. Both the response rate and outcome were everything but ordinary. Since no one expects to have a perfume being presented like that. And in a world of regular and commodity sampling for perfumes, this made Jacomo stand out.