Romantics in GUM

  • Вывод на рынок нового продукта

Agency: Marketing Communications

Brands:  Escada

Tasks: New product launch

Case objectives: Developing the colorful solution for the presentation and new fragrance Especially by Escada

An interactive fixture using the Kinect technology highlighting the Escada flower fragrance and instilling GUM visitors with romantic mood

Every visitor was able to find out about the Escada Especially fragrance secret swinging on the swings. Rose petals were blown away by the wind uncovering the unique shape of the Escada fragrance bottle. The PR campaign was enforced by Bar Rafaeli, the face of the fragrance. She was signing autographs and talking to visitors

Results: Immense viral effect thanks to UGC. About 500 direct contacts per day