Kenzo: HAPPY SUMMER

Credits & Description:

Category: Best Use of Special Events and Stunt/Live Advertising

Advertiser: KENZO

Product/Service: FLOWERBYKENZO PERFUME

Date of First Appearance: May 29 2009 12:00AM

Entrant Company: MPG, Madrid, SPAIN

Account Director: Miguel Ángel Martínez (MPG)

Account Manager: Miriam Cruz (MPG)

Special Activities: Marina Rubio (MPG)

Director of Strategic Services Madrid: Alejo Saracho (Havas Media)

Strategic Project Coordinator: Pau Fernández (Havas Media)

Media placement: Outdoor - Special Events - Teaser - Canvas In Madrid (Plaza Felipe II) - 29 May 2009

Media placement: Outdoor - Special Events - Events - Canvas In Madrid (Plaza Felipe II) - 25 June 2009

Media placement: Internet - Teaser - Email Marketing - 18 June 2009

Media placement: Internet - Event Invitation - Email Marketing - 23 June 2009

Media placement: Print- Event Invitation - Europa, Lecturas, Mujer Hoy, Semana, Ventas De Perfumería, Yo Dona - 20 June 2009

Media placement: Internet- Event Invitation - Facebook,brandlife,periodistadigital,esmadrid,estrendy,absolutmadrid,skinandfrag - 4 June 2009

Media placement: TV - Event Impact - Telemadrid(Madrid Directo),Antena 3,Tele 5,La Sexta,Canal Sur,Castilla La Mancha - 25 June 2009

Media placement: Print- Event Impact - Vogue,Semana,In Style,Hola,Glamour,Elle,Cosmopolitan,Clara,Metropoli,Adn,Beauty - 25 June 2009

Media placement: Radio- Event Impact - Onda Madrid, Cope - 25 June 2009

Media placement: Internet - Event Impact - Antena3tv,beautyvictim,correodigital,ipmark,ondacero,prenoticias,publico,telva,y - 25 June 2009



Results and Effectiveness

25,000 people experienced the new scent of Summer all over Madrid with our spirit-lifting OOH.

During the week of the event, sales of FlowerbyKenzo in Madrid were up more than 60% - and +27% for the Summer period - in El Corte Inglés’ stores alone, the most important perfume retailer, representing over 50% of Kenzo’s sales.

This unprecedented cultural event significantly reached more people through WOM and editorials:

• 30 online news stories and mentions in city guides and cultural sites.
• It appeared on news programmes of 3 national and 2 regional TV channels.
• Free editorial valued €242,000.



Creative Execution

In a media first, we created a “Vertical Garden” in Felipe II Plaza in Madrid’s city centre, where a blank vertical canvas was erected to fuse art and culture on a grand, public space during San Isidro festival.

Suspended by wires, fourteen artists from French Compagnie Les Passagers blended acrobatic, painting and dancing skills into an urban art performance full of sensibility and modernity, bringing the iconic Kenzo flower to life - and to the city.

Communication prior the event was critical:

• We made the performances part of the city’s cultural programme of San Isidro
• The 2-week construction of the blank canvas acted as a teaser, inviting people to rendezvous at the plaza on the 25th
• Teaser emails and reminders to four thousand selected people and Kenzo’s Facebook group arranged to meet at the event
• Journalists featured the event in women’s magazines, newspapers and online sites



Insights, Strategy & the Idea

Perfume brands bombard potential buyers in key sales periods with slick ads featuring beautiful imagery fuelled by star power. This tired marketing approach fails to differentiate each perfume. Smart consumers who understand advertising codes feel far removed from the allure of such ads.

For years, the iconic poppy flower of FlowerbyKenzo perfume has dressed the streets in red, travelling from city to city celebrating the arrival of Summer - a time for renewal, when wardrobes, hairstyles, spirits and minds are refreshed and cities truly blossom.

But perfume is a sensory experience, not merely a visual one. We needed to create a multi-sensory approach to marketing FlowerbyKenzo that would encourage people to visit stores to purchase outside the key sales period.

So, we took FlowerbyKenzo to the streets of Madrid last June, revitalising this now annual event with a spectacular event - mixing theatre, performance and the visual arts.