The new release of world-renowned signature fragrance Miss Dior must be stylishly and captivatingly presented to achieve the maximum range of influence. The campaign aimed to inform VIPs, consumers, distribution partners, and the greater public through all available channels — in the most emotional way possible. A multitude of events held there and in the surrounding area. Influencers, VIPs, press, distribution partners, customers — everyone experiences, at various different times, the messages and characteristics of the brand that mean the most to them.
Consumers can book their exclusive fragrance experience online over the course of almost three weeks and immerse themselves deep in the world of Maison Dior.
A true omnichannel project that, in the pandemic era, captivates and impresses the trade press, popular media, and social media. A sophisticated celebrity event strategy with top names, some of which have never made an appearance in Germany, capture the interest of TV and print media.
Outstanding influence in all media. Within the campaign time frame, nearly every consumer interested in fashion and fragrances had heard of the project and seen it.
The new fragrance quickly sells out thanks to the sales. With the brand-new ERAZER laptop model as a flagship, the aim is to achieve live activation of the young target group.
