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Givenchy Parfums

Givenchy Parfums

L’Interdit

CHALLENGE

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.

IDEA

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.

KPI

15 Days of activation
+1.000 Unconventional ADS
+1.500 Leads collected
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