Create an engaging onfield activation that transmits the contemporary urban spirit of the maison’s iconic fragrance, along with the idea of being prohibited, hidden and socially unacceptable – and therefore seductive.
Conduct a treasure hunt in Milan through the massive distribution of the perfume’s teaser visual – in conventional and unconventional media – showing a mysterious telephone number and the call-to-action. Anybody who wrote or called received a map indicating a number of locations throughout the city. Those who found the hotspots, and then signed up on the website, could participate in the contest created just for the occasion, for a chance to win an invitation for two people to Givenchy’s exclusive party in Paris.