Paco Rabanne
"Million" Fragrance Launch | LA – Miami – Chicago
Challenge
Launch event for Paco Rabanne’s new "Million" fragrance line for men and women in three critical American markets –
New York, Chicago, and Miami.
Solution
Invent and tell a story around the packaging.
Referencing "Million’s" bottle shape of a gold bar and the "Lady Million’s" gold diamond form, we personified the fragrances, casting faux celebrities as brand ambassadors, in an orchestrated stunt with retailers Macy’s and Sephora.
A gold armored SUV escorted by a motorcade of golden Harley Davidsons brought a one-in-a-million delivery
It wasn’t gold bars and diamonds, as people expected — A dashing gentleman, Mr. Million, and his femme fatale, Mrs. Million, stepped out of the golden carriage, to a red-carpet welcome at retail stores.
11 flagship stores were targeted.
from Chicago, to Miami and New York City.
As paparazzi frantically popped flashes, a curious buzz spontaneously formed around the faux celebrities.
Result
We translated the "Million" fragrance line concept into a fun and glamorous story for the brand, the retailer and the final consumer, showing how media and experiential can – and should always – work in perfect synergy!
more than 6,629,787 media impressions,
The successful buzz around this staged red-carpet entrance resulted in 169,025 tweets,
blog posts and re-posts by key influencers!