Awards 2015 case study: Best use of live event marketing – Givenchy
How an immersive pop-up experience in a luxury Madrid apartment transported perfume retailers and trade press to a Parisian Atelier, and beat all Givenchy's predictions of sales and brand awareness for their latest perfume launch
The challenge was to find a formula that would help present the product to the dominant retailers and press and influencers, at the same time as undertaking employee training and communication at the point of sale.
To do this, gyro developed a month-long pop-up event in an elegant apartment in one of the most exclusive neighborhoods in Madrid. Through careful props and decoration, visitors were transported to a Parisian Atelier where they could discover the product and absorb the brand’s DNA. This spirit of discovery was also present at both the various training events for employees and the in-store advertising.
The action was quantitatively and qualitatively a success, beating even the most optimistic predictions of sales, brand awareness and message diffusion in specialised press and social networks. Dahlia Divin became the company's star product.
"Gyro showed very strong creative abilities, perfectly understanding our brand and scoping our needs. In the luxury industry, gaining a sense of what is the brand DNA and what can be done or said is key, gyro got it right away"
Adeline Vidal, marketing director, LVMH Fragrance brands
A look inside
Category name: Best use of live event marketing
Programme name: Dahlia Divin (Givenchy) launch event