CHALLENGE
- Create a strong appeal for the Black XS brand among a younger audience.
- Boost brand loyalty within the target demographic.
- Encourage trial purchases of Black XS and Black XS L’EXCÈS fragrances.
ABOUT
Founded in 1966 in Paris, Paco Rabanne has established itself as a fusion of cutting-edge design and radical craftsmanship. Today, the brand is known for its extravagant fashion and high-quality fragrances.
SOLUTION
Young followers of the brand want to identify themselves through the lifestyle of rock stars and carry this image into their everyday lives.
We invited them to experience the true essence of rock through sight, sound, and scent in three simple steps:
- Purchase Black XS.
- Register on the promopage.
- Win an in-person meeting with Thirty Seconds to Mars and other prizes by playing games and collecting points.
The website was designed to be highly interactive without any predefined sequence of actions for users. The only goal was to collect as many points as possible—and the way to winning was entirely their choice. It was also completely up to them to decide at which stage they wanted to stop.
KEY CAMPAIGN MOMENTS
We used several channels to promote the campaign:
Retail outlets: In L’Etoile stores, we featured POS materials promoting the festival and encouraging participation in the contest.
Radio: A special live giveaway aired on MAXIMUM radio station, which has been a media partner of the festival for years.
Online: Pre-rolls, banners on relevant platforms, and social media buzz on VK directly targeted rock music lovers and festival fanbases.
PACO RABANNE AT MAXIDROM FESTIVAL
PACO RABANNE UNITES ROCK MUSIC FANS
Using the «Be A Rock Star» concept by Paco Rabanne, we launched a series of activations that deeply resonated with consumers and engaged them through their passion into communication with the brand. The results were phenomenal.
We reached 2,145,360 listeners with the campaign on the MAXIMUM radio station.
Sales boost as a direct result of the campaign.
29,000 people had unforgettable experiences engaging with the brand (73% of festival visitors).
The success of this campaign proves we hit the mark with the messaging and communication channels. The brand connected with the youth culture in the world of rock music— inviting everyone to be a rock star every single moment of their lives!
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