Category: Fast Moving Consumer Goods (not including food)
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 President, 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
Media placement: Interactive Billboards - Giant Screens In Paris - 14/02/2012
Describe the objective of the promotion.
Jean Paul Gaultier is a unique French fashion designer, known for his capability to surprise the perfumes, fashion and haute couture industries by breaking the codes. Our key objective was to support the Jean Paul Gaultier Perfumes during the busy and strategic period of Valentine's Day.
Describe how the promotion developed from concept to implementation.
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 introduces an original and exhilarating way to rediscover and be creative with the couturier’s perfume range. In addition to the digital support, we implemented some interactive billboards where people had the opportunity to share their kisses on giant screens in Paris.
Explain why the method of promotion was most 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 success of the promotion with both client and consumer including some quantifiable results.
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% of 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!