As part of a launch tactic in Toronto for their young and playful perfume, Coty Canada Inc., Canada’s largest fragrance company, teamed up with Astral Media Outdoor to develop a campaign that puts the scent of DAISY Marc Jacobs, literally in front of consumers.
Coty Canada Inc., in a never done before creative execution, enticed the senses of elusive luxury goods consumers with Astral Media Outdoor’s Yorkville Domination. DAISY Marc Jacobs perfume creative were planted on Yonge Street, Bay Street, Cumberland and Avenue Road on Transit Shelters and Street Columns. Each piece of creative was decorated with a Daisy-shaped application that allows passersby to “scratch and sniff” the decal to experience the scent, created by designer Marc Jacobs.
A promotional team was hired to patrol between the Transit Shelters and simulate the act of scratching and sniffing the Daisy decals to draw attention to the experience. Encouraging those walking by to do the same by example is a great way to get consumers interacting with the fragrance without being in store.
“We appreciate the innovation that went into this media strategy from OMD, one of our valued media partners. This sampling tactic is sure to gain tremendous attention for the new product,” stated Eric Menzies, Director of Sales, Street Furniture Advertising says for Astral Media Outdoor.
Directed at lovers of fragrance, street level advertising was the perfect way for Coty Canada Inc. to secure the attention of these young women. In fact, research shows that they are over 30% more likely to be spending time out-of-home in Yorkville, a strategically target area.
“The passionate and innovative spirit of this Astral Media Outdoor program fits that of the DAISY Marc Jacobs brand and with this street level creative execution bringing the scent directly to the consumer we know the interactivity will garner huge success for us,” commented Kim Husted, Director of Marketing, Coty Canada Inc.
For additional information on Media Creativity or Astral Media Outdoor products, do not hesitate to contact your Account Manager.
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