This is the "making of" Israeli launching guerrilla marketing campaign for Christina Aguilera's new perfume.
Concept:
sometimes it's all you need to wear.
Solution:
150,000 of quality clothes hangers, with a perfume sample and a branded Christina Aguilera label connected to each hanger, were hung in public locations all over the country.
Outcome:
Reaching over 1,500,000 consumers, the campaign led to the highest sales ever for a new perfume in Israel and got extensive news coverage in newspapers, TV and online. the perfume was sold out after 3 days.
Credits:
Client: Diplomat Distributors LTD - P&G Perfumes
Advertising Agency: Mizbala
Interactive Agency: Websense
PR Agency: Shalmor Communications
Concept: Select NY
Creative Director: Guy Dayan
Copywriter: Dori Ben Israel
Art Director: Liat Abadi
Photography & Post: Guy Raz, Tomer Kraus
Production: Tal Meir, Eliav Mendelson
Websense VP Marketing: Nisso Larden
Websense Account Manager: Shani Cohen
Websense Art: Lucy Glazen
Launched: January 2009
You can view the online activity in the following link:
http://www.mizbala.co.il/zevel/making...
Flickr:
http://flickr.com/photos/aguerrilla
