The Challenge
Armani wanted to radically change the face of ‘point of sale’ for fine-fragrance sampling, away from the usual freebie post-purchase bag drop to hero their new fragrance throughout the UK.
Armani wanted results that could be directly measured against its continuing media spend.
The ODD Solution
Taking on board the commercial necessity to deliver quantifiable results, whilst delivering an engaging brand experience to both new and existing Armani fragrance buyers, we developed a unique strategy to deliver groundbreaking creativity.
We created a graceful, freestanding sculptured unit that would draw in the ‘Armani’ man. It featured a matrix that displayed hundreds of vials, encapsulated in futuristic plastic bubbles that were intriguing and unlike any other display in store. An ingenious dispensing system allowed for easy access to the samples whilst staff could easily restock when necessary.
Results
After just 2 weeks, sales of Armani Code in participating stores were up by 127%.
Links
http://www.giorgioarmanibeauty.co.uk
See Also
Armani Code
New Look
PlayStation Experience
