Coty, ChloéPerfume Cosmetics & Personal care, France Background. The overall objective was to increase Chloé perfume’s brand awareness and sales during the Christmas shopping period. • Idea. • The campaign consisted of two creativeswhich were pre-tested and improved thanks to Clear Channel France’s 360° tool. One campaign promoted the modern and seductive side of the perfume and one promoted the freshness and natural side of it. • Clear Channel in France enabled Coty to benefit from a powerful nationwide network: • 100% backlit 8sqm faces • 30% of the faces were located in Paris • Covered 86% of the beauty shops • Ran on the prestigious outdoor digital screen of La Défense mall. • Results. • 32% recall for women under 35 years old • 85%+ liked the campaign and associated it with the brand’s core values, i.e. femininity, luxury and modernity.
Coty – Chloé Perfume • Cosmetics & Personal care – France Exposed panelists who have recalled the campaign Non exposed panelists Purchase intent results: Media - Share of spendOutdoor 76% Print 24% OOH spend €1,550K (gross) Source: Ipsos ASI